Issue link: http://digital.copcomm.com/i/913027
88 { THE SOMM JOURNAL } DECEMBER/JANUARY 2017/2018 Binny's Beverage Depot Binny's Beverage Depot, based in Lincolnwood, Illinois, is the largest wine, spirits, and beer retailer in the Midwest with 38 superstores. Here's what wine buyer Mike Baba told The SOMM Journal about Chateau Ste. Michelle, or "CSM," as he calls it: "CSM has been a significant par t of our wine selection for the past 25 years. It's one of the most consistent brands deliv - ering both quality and value far and away above its competition for many years now. It has consistently received great ratings year after year, leading to a great reputa - tion among consumers. "It's one of the few brands out there that has been able to lead in multiple flavors and different SKUs. Originally built on Riesling and Gewürztraminer, it has also been very strong in the ultra-competitive Chardonnay and Cabernet Sauvignon segments, as well as Sauvignon Blanc. This has been a tribute to the company's steady and disciplined approach to the production, pricing, and marketing of its wines. "Price point is very important in the extremely competitive wine market. While not always a race to the bottom, it is important to overdeliver quality at a value price, which CSM has done for a long time. "CSM sales have grown consistently for us the past several years. A lot of the growth has come from the advance into the premium Indian Wells and Single Vineyard tiers, along with keeping the base Columbia Valley tier solid and competitive. A lot of times wineries have had difficulty branching out under the same umbrella name, as it can create confusion for the customer. CSM has been able to achieve distinct identities for its different tiers, and the consumers understand what to expect when purchasing in each of them. "We have always had a loyalty to CSM. The company has been the most solid and what I would call model citizen in terms of its approach to the market. It has been able to adapt year after year to the ever- changing dynamics of the market and the consumers' taste profiles. We have always had the utmost confidence promoting the CSM portfolio, as you pretty much know what to expect." Mike Baba, Wine Buyer for Binny's Beverage Depot in Lincolnwood, IL. The Chateau Ste. Michelle 2016 50th Anniversary Chardonnay. Mike Baba shows off his 50th anniversary Chateau Ste. Michelle Chardonnay display at Binny's Beverage Depot. FRIENDS OF CHATEAU STE. MICHELLE RUMINATE ON ITS IMPACT