Banality Gets an Upgrade: the Costco Illusion

the ancient mystical Rioja Alavesa

the ancient mystical Rioja Alavesa

Amazingly, there are respectable wine writers who insist the selection of wines at Costco are worthy of your attention. That would include tBoW. You may consider this strange since everyone knows Costco is the king of ordinary and middle-of-the-road in all things from sandwich bags to 60 inch TVs to fancy watches and diamond tennis bracelets… and First Growth Bordeaux; except the guy who owns the wine blog devoted to Costco wines. It is true the Costco wine buyer has steadily “raised her consciousness” [ed. as we used to say “back in the day”]. She has been profiled on CNBC as the most influential wine buyer in the business. But now… she and her staff of 20 are buying the kinds of wines that even tBoW and other discerning wine drinkers might be tempted to buy. We did. We were amazed… (more…)