Wine expert says stories and legends drive up prices

Stories and legends can make a wine more expensive without improving its taste, wine expert Karl-Erik Laanet told ERR’s “R2 Hommik!” programme.

A wine once served by the British royal household, or at the Kennedy wedding, can acquire a legend that pushes its price higher, Laanet said. He added that wine is highly subjective and that a bottle costing thousands of euros does not necessarily offer a proportionately greater tasting experience.

Laanet, who studied winemaking in Bordeaux for five years and earned a master’s degree after attending three different schools, said good wines can be found in the 10-to-15-euro price range, though buyers need to know what to choose.

He also recommended considering alternatives to champagne. A quality crémant, a sparkling wine made in France outside the Champagne region, may be a better choice than a cheaper champagne, he said. However, in his view, the highest-quality champagnes still surpass the best crémants.

The occasion and food served with a wine also matter, Laanet said. A two-euro red wine bought on holiday in Spain may taste excellent there but offer a different experience in Estonia. Even a good wine can disappoint if it does not suit the food or the occasion.

Laanet said wine experts need strong self-discipline. He said he avoids alcohol three or four days a week, drinks plenty of water while leading tastings and does not drink along with guests. He said he has already tried the wines before they are added to the selection.