Although what I’d really like to do is publish another homage to tomatoes, I figure everyone’s relishing the last of their summer fruits, soaking in every last ray of sunshine on their tongues in a sweet-tart-dance of happiness. You’re doing your own smoking / roasting / canning / slicing / milling / stewing and swooning…you don’t need to hear about mine. So down into the cellar we go, deep into the bowels of the earth, to whisper a rumor from my very own ‘Deep Throat’. (Not my throat…my Deep Throat.)
I have it on good authority that a combination of economic crisis and harvest have conspired to create another Central Valley / Central Coast grape glut. From my trench-coated, rubber-booted inside informant (with no stake in sales) comes this:
For obvious reasons, sales of pricier wines have suffered over the past year. For many, it makes no economic sense to spend the money bottling new juice that will simply end up being severely undervalued.* With the harvest coming up, the rubber’s hit the road and wineries are being told to clear out their stored juice from, where else? Charles Shaw. With its millions of gallons of storage (oak barrels and stainless tanks) and massive bottling plants, Fred Franzia’s Bronco Wines operation (aka Charles Shaw) is once again in the catbird seat, buying up juice for pennies on the dollar.
The good news for us is that this $15 to $20 wine-worthy-juice will soon become Three Buck Chuck.
For some, no number of “really’s” before “good” can make a $3 Chuck good enough. It’ll always be swill and you’d rather stick with a reliable $15 Cotes du Rhone. I get that. But I’ll also be picking up periodic cabs and merlots (I don’t know if this affects all varietals or one in particular) along with my milk, yogurt and tunafish, especially after the “2008″ on the label switches to “2009″. If it’s swill, the bottles will still make a respectable braising liquid for winter short-ribs, oxtails and pigs’ feet.
*Why higher end wineries don’t just bottle their juice and sell it for cheap, I don’t know. Brand dilution, perhaps?
P.S. Pssst! Look at this gorgeous bowl of tomatoes! Our bedraggled little plants have been cranking fruit out heroically since the first of July. Okay, couldn’t resist. Now pretend you didn’t see this.