With only 24 hours in San Diego on this trip, and business in Otay Mesa, San Marcos and downtown, plus eating, sleeping and airport arrival time, that left me only about a half an hour to find a case of value-oriented wines. A little upfront web research revealed the place to stop, right along my route from San Marcos back to the harbor area. San Diego Wine Company was the place.

I emailed Matt Francke (pictured below), the new owner as of a year ago, and he assured me there would be no problem choosing a mixed case in a hurry and getting them packed in a shipping box ready for checking as baggage. Less than a week prior to Christmas, amid the crowd, Matt and the staff accommodated my requests cheerfully, right down to my fussy need to have bottles whose seams did not run through the labels (seams can mess up a label picture).

This is the type of wine shop I look for, the perfect place for a Winewaves "random walk". There are no wine racks, only case stackers and wooden boxes overflowing with the best values in the market today. There is nothing expected; and according to Matt, the selection is ever changing. Do not expect to walk in and pick up the standard fare, but do expect to get a deal on some wines you need to know about. It is rare that a guy my age feels like a kid in a candy store but I did.

The San Diego Wine Company is a no-nonsense retail outlet located in a warehouse park on Eastgate Mall, 15 minutes north of the San Diego downtown waterfront. Matt Francke worked for seven years as Assistant Manager before seizing the opportunity to purchase the store from the previous owner and he has not missed a step in the transition. There are no frills, just fun. There are no bar code scanners or sophisticated inventory management systems, because it's all in Matt's head. Together with his staff of Mark, Daniel and Shane, they taste every wine before it gets in the back door and onto the floor. They take the concept of QPR (quality-price-ratio) to a new level. With a relatively small (approximately 5,000+ square foot) space, long and narrow, only wines with the potential for turning in a heartbeat make the cut. That means buying in volume at the best price, with no promises about future buys, and pricing their finds with a razor thin margin. You could drink very well and never spend more than $10 a bottle here.

Case in point: The very excellent Avalon Napa Cab that Winewaves just reviewed cost nearly a third less here than the best price I found in Nashville. Similar deals abounded. What's more, the staff's tasting notes are posted all around, and every member of the staff knows every wine and can quickly steer you in the right direction for your tastes.

The selection is slanted towards California reds, but there are plenty of eclectic selections from other parts of the world, including Bordeaux (they offer great deals on 2005 futures as well), sparkling wines and Champagne, white wines (especially Chardonnay), and wines from Spain, Australia, Chile and more.

I am thinking about using a Southwest Airlines Rapid Rewards coupon and Priority Club rewards night for a return trip to San Diego, just to buy more wine here. Who would have guessed this store would turn out to be one of the best attractions in the area.

My case came to $162.23, including the $8 Styrofoam shipping container and sales tax. All the wines ranged from $4.99 to $16.95 except the one bottle I had to have, the Orin Swift "Prisoner" 2005. This bottle has been on my shopping list ever since I had a glass of the '04 at the Rutherford Grill in Napa Valley last year, and I was happy to get it for $29.95.
Here's what made it home to Nashville, all of them reds: Poppy Monterey Pinot Noir 2005 ($10), Abundance Lodi Old Vine Zinfandel 2003 ($10), Fuentespina Ribera del Duero Tempranillo 2003 ($5), La Planta Ribera del Duero Tempranillo 2005 ($10), St. George Sonoma Cab 2004 ($7), Tobin James Notorious Paso Cab 2004 ($14), Semler Malibu Cab 2003 ($17), Orin Swift Napa The Prisoner ($30), Kings Ridge Oregon Pinot Noir 2004 ($13), Mas Neuf Costieres de Nimes Red 2004 ($8), Ch. Anglade-Bellevue Cotes de Blaye 2000 ($10), and Huntington California Petite Sirah 2005 ($9).
I asked Matt if anybody is ever disappointed by the SDWC's shopping environment. "If you're looking for the antithesis of us, if you need to see expensive store fixtures and predictable labels, this isn't going to be your kind of store." Something tells me Matt really enjoys his job. Thanks for the hospitality.

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