They are wine enthusiasts not wine geeks, or god forbid, wine snobs. Wines shouldn't be made by the numbers, nor purchased by the numbers. The selections you will find through our coop buying service are meant for those who find that good wine makes a good meal taste better, indeed, makes life taste better. Like most people who drink wine, our members are generally content with the supermarket brands. But they all concur that the wine experience is greatly enhanced with the discovery of a previously unknown wine whose combination of quality and value makes them stand out from the pack.
Wine lovers love the hunt, especially for that super deal.
The raw material is from the earth, but by the time we see it, there is no longer a connection with the earth. With price as a determining factor, we can't promise superstar wines. As with any commodity, high prices generally correlate with excellence, and today excellence in the wine industry is causing a good deal of sticker shock. Some of the ultra premium new release cult wines are now fetching three figure prices per bottle rivaling first growth Bordeaux at every level. We seek out those unsung vintners in less well known appellations, whose lack of funds to retain publicists and distributors keeps them relatively anonymous to the wine buying public and the trend setters alike.