To my dear sommelier, regarding wine price differences: Part 2

Good morning! Last week, I took a detour from Australia to write a special extra edition featuring an article about "Poire | Mead made from blood oranges grown by Mr. Miyamoto."

This week, we finally reach the final installment of our Australia series! We’re moving on to the second part of our deep dive into why there is a price gap between wines from the same country. (Read the first part here: "What is the Price Difference in Wine? Part 1")

This time, I compared Peats Pure Chardonnay (¥1,188) with Yangarra Estate Vineyard’s Blanc (¥4,400). I’d like to dig deeper into the factors behind this roughly 3.7-fold price difference. Where does such a gap come from, even among white wines from the same Australia?

Recap: The Conclusion from Last Time

A price difference implies that the factors concerning the wines are different. First, I identified those elements:

===

1. Number of grape varieties used: 1 vs. 5

2. Grape varieties: Chardonnay vs. Grenache Blanc, Roussanne, Picpoul, Clairette, Bourboulenc

3. Winery: Peats Pure vs. Yangarra Estate Vineyard

4. Place of purchase: Convenience store vs. Enoteca

5. Vintage: 2024 vs. 2021

===

Regarding 1 and 2, I concluded last time that

・Using multiple grape varieties

・Growing them in a single estate vineyard

are the two factors creating the price difference. If you're curious, please be sure to read Part 1.

Today, we will examine the following three elements in detail:

1. Winery Philosophy

2. Differences in Distribution Channels

3. Vintage Value

Winery Philosophy

"By keeping the retail price lower, we want to broaden the gateway to wine and have more people enjoy it."

"We want to pack in all our dedication to deliver a supreme bottle to wine fans."

Each winery prioritizes different things. Thinking that "differences in values" might be a reason for the price gap, I will dig into these two wineries.

■ Regarding the lineup

Since it's possible that this price difference is specific to just this one bottle of wine, I first checked the price ranges of both wineries' lineups.

◯ Peats Pure

They offer a wide range of varieties, including Chardonnay, Sauvignon Blanc, Pinot Grigio, Pinot Noir, Shiraz, and Cabernet Sauvignon, but all are developed in a relatively affordable price range of around ¥1,270 to ¥1,430 (tax included) per bottle.

◯ Yangarra Estate Vineyard

Even their standard "Estate Collection" is around ¥5,500 (tax included), and their top-tier range sits between ¥10,000 and the high ¥20,000s, placing them in a relatively higher price range.

In other words, this isn't just about this one specific wine; I found that there is a difference in their overall price ranges.

So, what do they value in their winemaking to deliver their respective types of value?

■ What the wineries value

◯ Peats Pure

Pure is our mantra – harmony with the land we harvest and the nature around us. Delicious wine you can enjoy guilt free. - From official website

Peats Pure values the philosophy of being "pure"—as reflected in their name—prioritizing harmony with the land and nature, and delivering delicious wine that you can enjoy guilt-free. Incidentally, "Peats" comes from the fact that both founders were named Peter. Based on their pure belief in loving the earth and working hard in the vineyard, they are committed to sustainable winemaking.

Unfortunately, I couldn't find an official company interview, but according to the introduction on Enoteca's website,

The producer says, "Wines designed to be shared with friends and family for weekday dinners, beach picnics, or relaxing time at home."

This shows that one of the core pillars of the winery is to make wine that can be enjoyed easily in daily life with those close to you. Looking at their Instagram posts showing people having a good time around the dinner table, this makes total sense.

◯ Yangarra Estate Vineyard

The Yangarra philosophy is to produce wines from our single-vineyard estate, that reflect an authentic sense of place. - From official website

On the other hand, Yangarra Estate Vineyard values producing wines from their single-vineyard estate that reflect an authentic sense of place.

Starting with Grenache, which is said to have been planted in 1946, they cultivate a variety of varieties originating from the Southern Rhône, practicing winemaking that maximizes the character of the land. Based on the philosophy that "wine is made in the vineyard," they value capturing the differences in climate and soil each year in their wine.

Looking at it this way, it's clear that Peats Pure aims for "wine that stays close to daily life," while Yangarra aims for "a bottle that captures the essence of the land." I feel that because both are pursuing "value that only they can create," their wine styles and price ranges are significantly different.

The Difference in Values Extends to Distribution Channels

I believe this difference in values is also reflected in the distribution channels of the wines, even across borders.

Because Peats Pure aims for "wine that anyone can easily pick up," it is found in retail channels that stay close to everyday life, such as convenience stores and supermarkets. Also, the fact that they can mass-produce seems to be a strength, allowing them to sell through many channels.

On the other hand, Yangarra Estate Vineyard likely wants to carefully convey their passion for their own vineyard. In Japan, Enoteca is their authorized distributor, and it seems you almost never see them in convenience stores or supermarkets.

Vintage Value

Finally, these two wines have a vintage difference of "2024 vs. 2021." How does this three-year gap create a difference in value?

■ The value brought by time

Wine changes flavor over time, and some gain complexity and depth through aging. However, not all wines are suitable for long-term aging; many are made with the expectation of being enjoyed while young. Just because it is old doesn't mean the value necessarily goes up; generally, once a wine passes its peak, both its quality and price decline.

■ The quality of a vintage

What we must not forget is the difference in how grapes perform from year to year.

2021 in Australia was both a bountiful and high-quality year. With ideal growing conditions—cool weather, adequate rainfall, and little disease—high-quality grapes were harvested in abundance across many wine regions.

On the other hand, 2024 was low-yield but high-quality. Although the harvest volume was below the 10-year average, the year was highly rated for quality due to good weather during the growing season and dry conditions.

Hearing that, one might think the "small but high-quality" 2024 vintage would be more expensive. In reality, as far as I researched, there were no major fluctuations in price for either of the wines this time. A good vintage doesn't mean the price goes up; they are provided at stable price ranges.

■ What is the value of a vintage in wine?

The value of a vintage in wine is not simply "the older it is, the higher the value." It is determined by the year's climate, the performance of the grapes, the aging potential of the wine, and market evaluation.

For premium wines and collector's items, vintages with good performance tend to be highly valued. For example, wines made by top wineries in Bordeaux and Burgundy, or high-end prestige cuvées in Champagne. However, for general wines or early-drinking types, vintage-based price differences hardly occur. Old wine doesn't necessarily increase in value; in fact, wines that have passed their peak can even lose value.

■ Summary: Price differences are merely the result of the winery's values

What became apparent through this comparison was that the price gap is not merely "high vs. low," but that the differences in winery philosophy and direction are reflected in every aspect.

Peats Pure’s goal of "wine that stays close to daily life and is easily enjoyed" values freshness and approachability, and they choose production styles and distribution channels that result in price points accessible to many people. On the other hand, Yangarra Estate Vineyard's pursuit of "a special bottle that maximizes the land's personality"—blending multiple varieties grown in a single vineyard and limiting production and distribution—makes it appear that all elements are geared toward heightening that "specialness."

Neither is better; they each offer different wine experiences based on different values. We as consumers can choose according to our mood, the occasion, and our budget—I felt once again that this is the wonderful diversity of wine.🌼

By all means, when you buy wine, if you wonder "why is it this price?" and check the HP or Instagram to get a glimpse into the winery's thoughts, your wine life might become even more fun?🍷

Now, next week, we will move on to the wine scene in Austria. I want to deepen my learning while drinking an orange wine I encountered at a wine event for the Austrian winery Loimer, which I happened to come across the other day. Bis nächste Woche!