The New York Times reports that: "in 2009, sales of wines priced at $25 and above dropped 30 percent nationwide." That would explain why Trader Joe's now sells excellent Reserve wines under their own label.
The article investigates what the wineries are doing to survive: "Try the Red: Napa Learns to Sell." Winemakers that have traditionally concentrated on making the very best wines, are now learning that a robust sales focus is becoming a requirement in the struggle to survive in this economy.
Like every other product on the market, a certain quality and sophistication of product is now a given...the emphasis is now on marketing and sales.
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