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This blog was updated in December 2024.
Wine industry professionals often categorize wines by price point, and while there are no universally agreed-upon definitions, these categories help consumers navigate the vast world of wine. A few years ago, Sean Sullivan (who now writes for Wine Enthusiast) proposed a breakdown of wine price categories. Given inflation and market trends, it’s time to revisit these price points. Here’s a more updated look:
- Economy: Under $8
- These wines are typically mass-produced, often from large commercial wineries. While they can be perfectly fine for casual occasions, economy wines generally lack the complexity and attention to detail seen in higher-priced bottles.
- Popular: $8–$14.99
- This category includes widely available wines that offer good value. They are made in larger quantities but still maintain a level of craftsmanship that can make them enjoyable for everyday drinking. Think of wines that are affordable, yet drinkable and consistent.
- Premium: $15–$25
- Premium wines are where you start to see an investment in quality, both in the vineyard and the winemaking process. Wines in this price range come from reputable regions or producers, offering a better balance of flavors, more attention to terroir, and often better aging potential.
- Super Premium: $26–$49.99
- Super premium wines offer something special. These wines may come from specific sub-regions, renowned vineyards, or have a unique winemaking process. Expect more complexity, refinement, and an elevated sense of craftsmanship. These bottles are for those who are willing to spend more for exceptional quality.
- Ultra Premium: $50–$99.99
- Ultra-premium wines come from top-tier vineyards or limited production estates. These wines are often made from the best grapes and subjected to careful aging processes. Expect a wine that shows real depth, personality, and long-term aging potential.
- Luxury: $100+
- Luxury wines are the pinnacle of quality and craftsmanship. This price range includes iconic bottles from some of the world’s most renowned wineries. Wines at this level often represent exceptional terroir, meticulous attention to detail in production, and the ability to age beautifully. These wines are for collectors and connoisseurs who seek the best of the best.
Anyhow, regardless of how you define the categories, common sense suggests that there is a “premium” tier that’s based on superior quality. After all, the word “premium” when used as an adjective means: “rated as superior in quality and sold at a higher price.”
The Value of Premium Wines
Let’s think about that for a minute. Nobody disputes that some wines are better than others. The old adage, “You get what you pay for” is as true in wine as it is in automobiles or clothes — up to a point. Yes, you can buy an “economy” or “popular” wine and save a few bucks. It may come in a jug, or a box, or a can, but it’s still wine, and will probably be clean, well-made and drinkable. So why spend more money on a premium wine?
Well, as I suggested a few weeks ago in my blog article, “Is Expensive Wine Really Worth It?” there’s a big difference between an “economy” or “popular” wine and a “premium” wine. Most popularly-priced economy wines are made from purchased grapes or purchased bulk wine, grown in California’s Central Valley, where the conditions for superior grape growing simply don’t exist. The weather’s too hot, and the soils are too fertile, for the kind of fine varietal wines we love best: Cabernet Sauvignon, Pinot Noir, Sauvignon Blanc, Chardonnay, Rosé, and all the rest. As a result, those wines cannot offer the complexity and depth of a premium wine.
Debunking Myths About Premium Wine
When it comes to premium wines, misconceptions can often cloud our judgment and lead to missed opportunities for delightful discoveries. Let’s clear the air on some common myths that might be holding you back from exploring this fascinating world.
Myth 1: Higher Price Always Equals Better Quality
One of the most pervasive beliefs in the wine world is that if a bottle comes with a hefty price tag, it must be better than something more affordable. While it’s true that many premium wines are priced higher due to the quality of the grapes, meticulous winemaking processes, and the care taken in production, this isn’t a universal truth. Many wines under $30 can offer exceptional quality and complexity. The key is to focus on tasting and discovering what you enjoy rather than solely relying on price as a guide.
Myth 2: Premium Wines Are Just for Special Occasions
Some people think that premium wines should only be saved for celebrations or special occasions, but that’s not necessarily the case. Enjoying a premium bottle on an ordinary weeknight can transform your meal into a special experience. Life is too short to wait for the “perfect” moment—embracing these wines more frequently can enrich your everyday dining.
Myth 3: You Need to Be an Expert to Appreciate Premium Wines
A common barrier for many wine enthusiasts is the belief that you need a sommelier-level expertise to enjoy premium wines. In reality, wine appreciation is about personal enjoyment and discovery. Don’t hesitate to trust your own palate. The best way to learn is through tasting, so gather some friends, explore different options, and share your thoughts.
The Kendall-Jackson Difference
Contrast that with Kendall-Jackson, and especially our Vintner’s Reserve. As most of you know, every grape that goes into our wines is estate-grown: controlled by us, and grown to the most exacting standards. Every grape comes only from the best coastal vineyards, where the climate is perfect for premium wine. And our winemaking practices are artisanal and hand-crafted.
When you drink a premium wine, you’re dealing with something that people prefer because it’s inherently more complete and satisfying. It’s the difference between a wine you just gulp down, versus one where you think, “Wow, this is really good.” Goodness doesn’t just happen — it’s the product of deliberate, premium growing and winemaking practices.
It’s that “really good” factor that characterizes — or should characterize — premium wine, and it’s what we here at Kendall-Jackson strive to capture in every bottle we produce.
Salud!
Steve Heimoff is one of America’s most respected and well-known wine writers. The former West Coast Editor for Wine Enthusiast Magazine and a contributor to Wine Spectator, he has also authored two books on the subject of California wine, including “New Classic Winemakers of California: Conversations with Steve Heimoff,” published in the fall of 2007.
