The USA Wine Ratings unites some of the most experienced and discerning experts in the wine industry. In our Meet the Buyers series, we explore the stories, expertise, and perspectives of our distinguished judges. The USA Wine Ratings is a competition dedicated to wines that excel across quality, value, and packaging, making them ideal for on-premise channels and retail spaces.

This series offers a behind-the-scenes look at the journey and thought process of our wine judges, providing winemakers and brands with invaluable insights into what top buyers look for when evaluating wines. These perspectives help brands understand how to present their wines in a way that resonates with today’s consumers.

Our latest feature highlights Jeff Slankard, Wine and Beer Director at Barons Market. Jeff Slankard is the Wine Director of Barons Market, a chain of specialty food stores located in San Diego and Riverside counties.  He has been in the retail wine business in San Diego for over 30 years.

With a career shaped by a unique journey through the wine world, Jeff brings a depth of knowledge and a passion for quality to his role. Here’s a closer look at Jeff’s background, judging philosophy, and the qualities that make a wine stand out for him.

Barons Market

Barons Market is a family-owned chain of specialty food stores based in Southern California, with locations across San Diego and Riverside counties. Known for its curated selection of gourmet foods, organic produce, and high-quality wines, Barons focuses on delivering exceptional value to its customers. Each store is designed to provide a neighborhood shopping experience, with an emphasis on fresh, locally sourced products and personalized customer service. Barons Market also supports its communities through charitable initiatives and events, creating a welcoming space for food enthusiasts and families alike.

Jeff’s journey into the wine industry began when he decided to take a break from graduate school and found work in a wine shop. “As I was exposed to more wines through trade tastings, I became fascinated with the complexity of wine,” he explains. “With each new vintage, there were more mysteries to solve.” Wine offered a depth that satisfied his intellectual curiosity without the repetition of laboratory experiments. This path led Jeff to buying roles across various retail settings, from grocery chains to specialty markets.

Today, as Wine and Beer Director at Barons Market, Jeff’s role keeps him immersed in wine selection five days a week, ensuring that his stores carry only the best offerings for his customers.

Balancing Quality, Value, and Packaging

When it comes to wine selection, Jeff and his team follow a straightforward yet rigorous approach: packaging is the first consideration. “If it doesn’t pass that test, we don’t bother tasting it,” Jeff notes. Once the packaging meets his standards, he assesses quality in relation to retail pricing. “Higher quality wines earn higher potential retail pricing, but factors like consumer requests and winery reputations also come into play.”

Jeff places significant emphasis on the price-to-quality ratio, especially for wines entering the USA Wine Ratings. His advice to winemakers is simple yet crucial: “The price/quality relationship is key. Please price your wine accordingly.”

Jeff Slankard – Beer and Wine Director of Barons Market!

When asked about his personal preferences, Jeff reveals a special love for the Russian River Pinot Noirs. These wines bring him particular joy, and he looks forward to seeing more entries that highlight the terroir and depth of this beloved region.

Jeff views packaging as the “first hurdle” a wine must overcome to reach a consumer’s cart. “Packaging is extremely important,” he emphasizes. While packaging may not factor into judging at many competitions, it’s a significant consideration in retail and plays a crucial role in consumer decision-making.

For brands entering the USA Wine Ratings, Jeff’s advice centers around pricing your wine in line with its quality. “The price/quality relationship is key,” he says. Pricing wines accordingly ensures they meet both consumer expectations and retail success.

In our Meet the Buyer series, each judge’s story provides unique insights into the criteria they bring to their assessments. With experts like Jeff Slankard on the judging panel, the USA Wine Ratings offers winemakers a deeper understanding of how to position their wines for success.

Entering wines in the 2025 USA Wine Ratings offers a unique opportunity for wineries to gain valuable exposure and credibility, especially since a wine buyer from Barons Market will be among the judges. With Barons Market being a well-respected specialty grocery chain, having its wine director on the judging panel means that entries will be evaluated by an expert who understands what resonates with both consumers and retail buyers. A strong rating from a judge with this level of retail insight can boost a wine’s appeal to buyers, potentially opening doors for shelf placements in specialty stores and increasing market visibility. Additionally, the competition’s focus on quality, value, and packaging aligns closely with Barons Market's commitment to offering high-quality, customer-friendly products, making this a strategic choice for wineries looking to enhance their brand recognition and attract new retail opportunities.

Ready to showcase your wines? Submissions are now open for the 2025 USA Wine Ratings, where wines are evaluated on quality, value, and packaging. Super Early Bird pricing ends December 10, 2024, so don’t miss this opportunity to enter your wines at a reduced rate!

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Meet the Buyer: Insights from Jusden Aumand, USA Wine Ratings Judge
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