Ever been to a wine store, looked over the wines and pondered, "Why exactly, do reserve wines cost more?" Probably not. Chances are, like most people, you assume that "Reserve" means higher quality. And usually you would be right.

"Reserve" is not a government regulated term and as such it can be used as a marketing tool. An example of this can be seen in the wines of one of the leading mass-market wine producers: Kendall-Jackson. Every single bottle produced is called a "Vintner's Reserve" but there is no effort on the part of the wine maker to make this "Reserve" designation special. So how can you tall a true Reserve? Well, by price.

When a reputable winery uses the term it means that the wine comes from their best vineyards, their best barrels, or are wines set aside for long term maturation. It means the wine is something special that the winemaker cared about, personally watched over, and took time and a bit of risk to create. True reserves are not easy to make, especially those from small lot vineyards which are highly susceptible to bad weather. Because of their higher price, Reserves are not as easy to sell either.

Why do wineries bother making reserves? Most wine makers can be considered liquid artists, and as such they have a drive to express themselves. Wineries and winemakers want to create an identity, something that separates them from the rest. They invest in reserves to create a wine that is different, that is a true expression of their land, their craftsmanship and their personal belief on how a wine should taste. Next time you're bored and feel that "all wine tastes the same" pay a bit extra and pick up a reserve. You might be surprised at what you find.