Publix Premium Cabernet Sauvignon – An Informal Experiment

A few months ago, when Emily alerted me that Publix was releasing their own brand of wine, I flipped my shit. I absolutely LOVE Publix and believe they can do no wrong (Buzzfeed agrees). I searched high and low for this wine. I utilized my Twitter contacts to try to find it. Finally, I harassed a one of the guys at my neighborhood store to track it down for me.

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I was a little sticker-shocked when I got to the register and it was $24.99 a bottle. When I think of Publix-branded items, I think of them as excellent products fair prices (even for Premium items). With that in mind, spending more than my usual $10-15 for bottle of wine (unless I’m broke and grabbing some two buck chuck) was a bit of a splurge. Immediately, my expectations of this wine sky-rocketed. It’s Publix wine AND it’s $25 a bottle. It better be DAMN good.

After drinking the first bottle, I had a few thoughts that I decided to test out on my co-workers. So I hosted a wine tasting on a Friday afternoon at the office (What? That’s not normal? Weird.).

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I brought in the Publix Premium Cabernet Sauvignon, and Liz generously brought in a bottle of Cupcake Cabernet Sauvignon ($12) and a bottle of Oak Leaf Caberenet Sauvignon ($3). I poured tastes of each wine into super classy little Dixie cups for tasting.

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I alerted my co-workers that there was a $3 bottle of wine, a $12 bottle of wine, and a $25 bottle of wine. I asked them to tell me which wine was at each price point.

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Every single one of them called out the Oakleaf wine for being cheap wine. But the determination between Cupcake and Publix is where it got tricky – the voting was split down the middle. Also, most of the tasters noted that there wasn’t a substantial difference in taste between the two bottles.

The point I set out to make is that Publix completely and totally missed their price-point when releasing their brand of wines. I think that it would have a lot of success in the $10-12 region as opposed to $25. I don’t know many people who regularly purchase a $20+ bottle of wine at the grocery store – much less a store brand of wine. I’m not saying that the wine isn’t good – I’m saying that I wouldn’t pay $25 for a bottle when a $12 bottle will taste as good.

Special thanks to:

Liz for bringing in wine

Aliera for taking pictures

Tim, Jeremy, Pat, Marc, Katie, David, and Kim for drinking my wine and participating in my antics.

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9 thoughts on “Publix Premium Cabernet Sauvignon – An Informal Experiment

  1. Their price point is very disappointing. I am not willing to spend $25 on a bottle unless I know it its good. I would not just pick up a Publix brand wine to try at that price.

    • Exactly. $25 is pretty steep for the average consumer’s price point… especially when it comes to the Publix demographic. Marketing fail.

  2. You guys are so poor 25$ wine is like faked grape juice a 2000$ dollar wine is drinkable 3000+ is nice. I didnt even know u could buy wine for 2$ the cupcake thing WOW you can’t even buy grapae juice with that much money

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