Buying wine online has emerged as a go-to option for both casual drinkers and connoisseurs alike. Though many retailers are just a click away, the sheer volume of choices can be overwhelming. In this post, I share my personal strategy for buying online, born out of my years as a Pacific Northwest wine lover and reviewer.
Trust Your Sources
Full Pull: A Mathematician’s Approach to Wine
It was a profound love for the vine that enticed Paul Zitarelli, a Harvard-trained applied mathematician, to deviate from his current path and instead devote himself to the world of wine. Full Pull Wines blossomed out of his wine blog and evolved into a thriving online wine retailer. Paul is both methodical and well-versed in his study and notes. From his early days writing for Seattle Magazine to his current journey toward becoming a Master of Wine, his structured approach has elevated Full Pull to a retailer worthy of your attention. Today, Full Pull is a trustworthy source, particularly for Pacific Northwest wines (though he covers the globe).
Garagiste: Seeking the Boutique
Jon Rimmerman, the visionary behind Garagiste, transformed his captivating and detailed daily emails into the world’s largest email-based wine business by 2012. With a devotion to uncovering hidden gems and a dislike for corporate plonk, Jon tirelessly traverses the globe, ensuring his many subscribers can access novel offerings. His knack for building relationships and identifying the underappreciated regions and producers distinguishes Garagiste as a source worthy of attention.
Crowdsource the Data
When my interest is piqued by a particular wine, I next turn to data found in platforms like CellarTracker and Vivino. With expertise gained through study and experience, I consider these numbers to help find value. For instance, a 4.1 on Vivino may suggest the potential for an exceptional $15 wine. However, if I’m investing $45 into a bottle, I hope to find higher marks, roughly 4.5 or above. These numbers aren’t an absolute truth, however, a robust collection of reviews (15+ on CellarTracker or 100+ on Vivino) serves as one meaningful metric to inform my purchasing decisions.
Know what You Like . . . and Dislike
After looking at the numbers, I next turn to the qualitative reviews. They serve as a map to navigate through wines that align with my personal preferences. As someone who steers clear of brettanomyces (brett) in wines, I scan reviews for key descriptors that might hint at its presenceㄧ”funky,” “gamey,” and “barnyard” are signs. You may wonder, “Who would like those aromas?” Actually, quite a few people like bretty wines. I, however, am not one of them.
It’s important to understand your own palate, which can then help you purchase wines that fit your personal preferences while avoiding any qualities you dislike. While I always encourage exploration, I, for one, save my exploring for larger tastings, including evening dinners with friends. My personal cellar is geared toward my tastes.
The Value Factor: The Quality-Price Ratio
I am keen on finding wines in the $15–$35 price point that overdeliver. In my quest for notable wines that outshine their pricetags, I often veer off the beaten path, turning to less-celebrated regions where quality and value intersect. Some examples include Portuguese dry red blends, which take advantage of unheralded, native varieties to marry complex, intriguing flavors with affordability. Mencias from Bierzo can also captivate with a new-meets-old world fusion of fruit and earth.
There are also classic regions that hold value. Chianti Classicos and Classico Reservas consistently punch above their price tag, despite having name recognition and centuries of experience. In the case of Chianti, the value is likely because of the name recognition. Many mediocre Italian joints or national Italian restaurant chains in the United States propagated Chianti’s association with entry-level wines. Most often served in round bottles wrapped in straw, these bottom-shelf wines consistently underwhelmed. I highly recommend turning this negative association into your boon. I also firmly believe great value can be found in $20-$35 Bordeaux. Read more here.
Don’t Always Buy Online: The Value of Great Local Wine Shops
While the virtual world brings wine to our doorstep, an excellent, local wine shop brings serious value that can’t be replicated easily. As the matrix of grape, vintage, region, producer, and your personal tastes exponentially complicates the quality spectrum, finding a local wine shop with expertise and a curated shelf adds serious value. Great local shops have teams who have tasted every wine on their shelves. Every wine.
Then, with their meticulously curated selection, great shops become vital to your wine journey as they get to know you and your tastes intimately. If you have yet to have this personal relationship with a great shop, make it happen. You will be rewarded.
Art and Science: How to Buy Wine Online (and in person)
Buying wine that satisfies requires a source you trust and some homework. Taking this time can help ensure the bottles you bring home sing you a story and bring you pleasure. May your online wine buying be fruitful and your glasses brimming with delight!
