Why Are Cleanskins So Popular?
Friday, 26th May, 2006
- David Farmer
While it is hard to get exact figures it is suggested that 'cleanskins' now account for 10%-12% of the total bottle wine market. Why these wines appeal is a bit of a mystery to us though the wine buyer is sending wine companies a message. Exactly what that message is I am not sure.
The thought of getting a bin-end that was collecting dust in the back of the winery at a very cheap price has appeal. A wine that would sell for $20.00 under the winery label at under $10.00 without the label is good buying if it is true.
So to answer my own question, cleanskins are popular because the wine buyer believes they are getting a bargain. The wines taste O.K. and they are perceived to be cheap.
Does this mean then that some wine buyers do not trust branded wines and they do not think they give good value? At least some consumers are saying they cannot tell the difference in wine quality between branded and unbranded wines. While I am hardly an expert in other branded consumables they do not appear to suffer the same easy drift as wine to non branded products and recall we are not taking here about retailers own brands.
It may be that some consumers see wines as a commodity. Rather like for example buying a lettuce. Whether it has the market garden name on it or not it's still just a lettuce. Do the buyers of the unbranded product believe that branded wines are just a lot of marketing bumph for which they pay extra?
Another factor I believe that makes these products appealing is because they tend not to alter in price. Branded products are always bobbing up and down in price depending whether they are on special or not.
Could it also be that consumers are confused with wine labels and feel a bit shy about not knowing very much and take the easy way out by grabbing a cleanskin?
If you are worried about where to get advice let me give you some; do not buy cleanskins as I believe they do not give you good value. There is some genuine distress selling at the moment though this mostly happens before the wine goes into a bottle, that is, a company sells bulk wine very cheaply to some one else. Today quite a useful sideline is underway with many companies happily bottling up wine under a cleanskin label when asked. Bottling on demand with pseudo labels is a long way from the ideal that the consumer has about there origins.
Then again the real test of wine is lining them up in a row masked with a paper bag and deciding which one you like. They are all cleanskins at that moment.
For previous thoughts on cleanskins go to An Insight Into Clean Skins.
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