There was 15 minutes until my dental appointment was due, so I killed some time by walking through a liquor store. There are a lot of things you can learn by walking into a liquor store. First of all, there is a huge market for beer and wine. There is plenty of product differentiation – there are six thousand types of wines you can choose from and just as many choices of beer. I don’t know how a consumer could possibly tell the difference between the red and white wines other than cracking open a bottle and tasting it, but apparently people get over their confusion over having massive product choice and manage to buy something anyway.
I also notice that the price varies between wines – generally from 8 bucks a bottle all the way up to a hundred. I always wondered how much better the 100 dollar wine tastes, or is it just purely the placebo effect that you shelled out so much cash for it? I’ve had bad wine before, so I know what a good wine tastes like, but what does a great wine taste like? Would I truly get that if I actually paid that much for wine? I intend to find out whether 100 dollar wine tastes good once in my life, but definitely not this day.
There is a special subset of wine called ice wine that requires a fairly expensive process to produce, and thus prices are typically eight to ten times more than regular wine per unit volume. I’ve had some of this and enjoy it a lot. Maybe it’s just because of my sweet tooth. During some of my trips exploring the beautiful expanse of southeastern Arizona, I encountered a winery that served up some really good wines that had ice wine type taste, but not the cost. As it rarely freezes in Arizona, it would be tough for them to make ice wine, but whether they knew it or not, they made some good stuff. Too bad Canada Customs only allows you to take 1.5 litres of the stuff per trip back up the border.
There is a smaller section filled with an equally broad choice of spirits, such as rum, vodka, gin, whisky, scotch and sweeter spirits such as Irish cream. I noticed that Bailey’s finally had some competition – while the 750mL bottles of Baileys was sold out (selling for about $28), there was another knock-off brand of Irish cream that was in the shelf under selling for $20 and it was not flying. I wonder if the taste is all that different, or whether Bailey’s just did an incredible marketing job? I personally prefer Sheridan’s, but what do I know?
It just occurred to me that the best indicator of inflation has to be prices at the liquor store. Liquor has been produced by many civilizations from day zero and will probably be produced and consumed as long as I live. There will always be a market for liquor, despite the fact that it’s perfectly obvious what negative effects it has on society – the fact remains that it will always be a social drug of choice, right up there with caffeine. The failed prohibition of the early 1900′s proved the point that people will have their liquor, no matter what it takes.
Even with taxes on liquor as high as they are, I think prices of liquor are a fairly good gauge of inflation. How much does a 750mL bottle of rum cost? Pay attention to what you can buy it for today compared to what you can buy it for five or ten years from now.
I really consider liquor to be an excess of society – we are rich enough that we can abundantly produce a commodity that really has no net benefit to society (other than bonding people together in drunken laughter). If the price of liquor starts to rise rapidly, it would suggest that we no longer have the ability to produce these non-essential products and something is very, very wrong. In that respect, seeing affordable liquor prices is a sign that we will still be able to afford the other luxuries out there without causing any undo hardship to our wallets.
These are the things I learned from a 15 minute stroll inside a liquor store. My teeth were fine.