I think the most amazing discovery I made, once I became a wine snob, was the concept of wine allocations. For those of you that are new to this, the idea works like this. For any given winery that has a following and established demand (Turley, Rafanelli, Kistler, Rochioli, etc.), you are given the "privilege" of buying a small quantity of their wine. This privilege is usually obtained after waiting anywhere from 18 months (in Turley's case) to 6 years (Rochioli) to "I joined the list so my grandkids could order" (Marcassin). Once you move from the wait list to the order list, you are then able to purchase the lowest end of whatever the winery has available. Then, after spending 5 years establishing a purchase record, you get the opportunity to buy the good stuff and the number of bottles you can order increases (again, all dependent on the winery size, offerings, etc. Rafanelli offers cab and zin, as opposed to a Turley with 30+ labels).
Here's what I find amazing. Take a winery like Kistler. I LOVE Kistler wines. Their chards are, imho, some of the best in the world. The pinots are phenomenal. And hey, the wait list to order is non-existent. HOWEVER. The bottles are $60+ a piece. Fundamentally, I have an issue paying $60 for a bottle of chard. I'd rather drop $15 for a bottle of Chateau St. Michelle and blow the other $45 on toffee nut lattes during the week, but that's a story for another blog. What blows me away about Kistler is that they know you want their pinot. So they allocate you 60 bottles of chard, along with 6 of pinot, and then make you order 12 bottles minimum. Because I have the misfortune of living somewhere != California, shipping is $5.25 a bottle, to boot. That means that on any given mailer, I need to spend ~$790 for 6 entry level bottles of pinot and some white stuff that I'll try and sell through my friends. Did I mention that I'm supposed to do this for at least 3-4 years before I can buy the 1 bottle of the cuvees that I'm dying to try? ARRGGGHHHH. I almost fell out of the chair laughing when I saw that one guy had to buy 4 cases of wine to get the cuvees. We're talking $4,000 (remember, $60 is the cheap side for Kistler) here. As expected, the majority goes to WineBid or WineCommune.
So, here's the end result. I end up becoming the distributor for Kistler in the greater Portland metro area, with other secondary buyers in San Jose. I have to chase people down and sell enough bottles to let me get what I want (3 or 4 bottles of pinot - HELLO I'M ON A BUDGET) and then run the bottles all over kingdom come when they finally get here. Slip up with one mailer and you're back to square one.
The question I'd like to ask is "how do you determine who gets what?" Bob Bressler, of growing Bressler fame, posted his thoughts on how he worked through the process over at vinocellar.com, but other than that, it's like this huge Wizard of Oz behind the curtains process. Take Turley, for example.
Disclaimer #1 I LOVE Turley wines.
Disclaimer #2 I have called the winery a couple of times and the people have bent over backwards to help me out - I think I talked to Sarah, who was an incredible sweetie.
Disclaimer #3 If I'm on 2 last mailers, they'll be Turley and A.P. Vin (Andrew is cool)
That said, the logic behind how they do their allocations is mind boggling. It's like clockwork. I read posts at VinoCellar saying the mailer is out. I'm in Oregon and my mailman is more apt to skip my house to take an early lunch at Taco Bell, so wait 3 more days. In the mean time, I'm watching everyone else post their allocations get posted - newsflash to the wineries - lots and lots and lots of people do this. Then the envelope arrives and I always think "who got drunk in the tasting room and spilled the wine on my DAMN TURLEY MAILER" until I remember that's their idea of graphic design. Alright, it IS cool. So I rip apart my mailer and separate the wine information and pseudo order form from the actual order form. Sure enough, I'm 3-6 bottles behind everyone else posting, even though I've maxed out every mailer (and I've piggybacked off of someone else for a couple of years as well, but they don't know that). If you know me at all, you understand that my fingers are now bleeding from pushing the little metal prongs in the keyboard because I've hit it enough times that the letters are strewn across the room... "Pat, I'll take a W! I'd like to solve. WHERE'S THE REST OF MY WINE. DAMNIT?" And then the big dogs start posting. "I've got 84 bottles this time, but there are only 200 spots left in my 40,000 bottle wine cellar and I must save them for my 200 Marcassin allocation, so feel free to contact me if you want to buy from me, or just find my stuff on WineBid." Not only do you have a ridiculously disproportionate amount of bottles, you're financing your list by flipping stuff on the secondary market. All this, while I'm one step short of dressing up like a hooker and auditioning for "Oenophiles Gone Wild" to get an extra bottle or two for myself. Mr. 84 bottles, I hope you choke on a cork and die while you're preparing an amicus brief. Yeah, and I hope it's a synthetic cork, to boot!
This leads back to the original question. How in the world do you determine allocations? My buying habits and list time have been identical to other people, yet my numbers are lower than most, albeit higher than a couple of other more unfortunate saps. Also, how do you get to the point where you have 84 bottles in a year where an earthquake wiped out quite a bit of inventory? Just confusing. Thankfully, I tend to forget about these things as I pop a cork and slip away...