“Who is buying this stuff?” I always wonder when I pass by one of the wine aisles at a certain 24-hour supermarket in California’s Silicon Valley. Past aisles of everyday wine and not far from a display of pet flea and tick collars and a table of diapers, is a display cabinet of bottles of fine wine, some of it under locked glass. You have to wonder: Do the Mark Zuckerbergs and Larry Pages of the world really need to make 4 a.m. runs for Heitz Cabernet?
Apparently so, or else the supermarket wouldn’t stock it — or at least stock so much of it. What it also reminds us is that a great deal of the world’s wine is purchased at supermarkets and, contrary to common conception, many of these stores sell more than supermarket wine.