The "Times" published a major business section article on the use of the 100 point scale. None of it is really news to folks here, but I found the article well written and well researched. It's amazing that excellent retailers believe they can sell only of a wine rated 89 compared with a wine rated 90.
"THIS is what a blessing looks like in the wine business: Wine Spectator, a handsome glossy monthly that markets itself as a field guide for wine aficionados, recently bestowed a rating of 90 on a 2004 cabernet sauvignon from the Valentin Bianchi Famiglia winery in Argentina.
This is what a blessing does: After the wine received the 90, Brian Zucker, who oversees online sales for K&L Wine Merchants, a large retailer in San Francisco, decided to promote the Valentin Bianchi cabernet in an e-mail message to tens of thousands of customers.
If it had scored an 89, Mr. Zucker said, “we would have sold a tiny fraction of what we’ll end up moving.” But because of the 90, and considering the wine’s price, $12.99, he declared himself “absolutely confident” that K&L would sell out its inventory of the Argentinean cabernet.
Mr. Zucker said he was promoting the Valentin Bianchi because he thought it an attractive buy even before Wine Spectator treated it to a 90. But that is hardly always the case with a high-scoring wine. “A wine that is highly rated takes on a life of its own,” he said. “It doesn’t necessarily represent the best value, but that doesn’t seem to matter.”"
http://www.nytimes.com/2006/08/13/busin ... f=business
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