Indicating the improvement in the American economy, the sales for a bottle of wine has come down from $40 in 2009 to $15 or $20 today.

The business of wine is witnessing a new normal state in which the high-margin sales of wines in the $50 to $150 range are difficult and it is considered a thing of the distant past.

In an overwhelming trend, retail customers are spending much less for a bottle of wine than they did two years ago and reports suggest that the median trend is going to go in a downward direction this year.

This transformation sounds like a renaissance in the category which brings a new kind of focus on wines with better bottling available now than before.

Jim Knight with the Wine House in West Los Angeles said, “We've always prided ourselves at finding great affordable wines. But now they're more abundant, and they're much better than they were from even a few years ago”.

Randy Kemner, owner of the Wine Country in Signal Hill stated that bringing a few better-known, less-expensive supermarket brands into his store was not a good experiment for him as customers rather preferred more curated selections in the shop even if it involved spending a few extra bucks.