How Much Will You Spend on a Bottle of Wine? Americans Now Say $21.

Americans may be feeling financially constrained these days. And they may also be drinking less, as exemplified by the booming Dry January movement.

But that’s not stopping them from spending $21 on a bottle of wine.

That’s the price that has emerged as the consumer “sweet spot,” according to a new survey of more than 1,000 wine-industry professionals. And the figure is higher than a year ago, when the same survey, done by the wine-promotion company Colangelo & Partners and research firm Wine Opinions, found that $20 was the hot price tag.

To be clear, wines priced $10 and under—the so-called “jug” or “popular premium” categories—still account for the bulk of U.S. wine purchases. But a growing number of consumers are trading up—and that’s where the $21 “sweet spot” figure comes into play.

“It’s where the industry sees the most excitement and enthusiasm,” said Juliana Colangelo of Colangelo & Partners.

Wine professionals point to a variety of factors that explain why consumers are willing to spend $21 for a bottle.

For starters, many Americans have become more sophisticated about wine and can talk knowingly of a range of varietals and styles in a way that was unheard of a generation ago. And with that level of sophistication comes that desire to trade up, wine pros say.

“They want to expand their horizons,” said Leo Le, beverage director of Momoya Soho, a New York City restaurant.

Adam Levy, who organises wine competitions in cities across the world and heads up the Alcohol Professor website, said that he believes people are entertaining more at home, given the Covid-era hesitancy about eating at restaurants. And when they entertain, they’re willing to spend a little more, he explained, especially given that prices for bottles are still much lower at retailers versus restaurants.

Levy also said that wine prices have generally been increasing, due to supply-chain issues and other factors, so consumers who want to drink better will have to pay more by extension. “There’s so much pressure on wine producers,” he said.

Finally, Colangelo makes the point that natural wines have become very popular, especially with younger consumers. These wines are typically more expensive, so it stands to reason that the pricing “sweet spot” will go higher over time.

“You don’t really get a naturally produced wine for less than $20,” she said.

Buyers of Aston Martin’s 1,079PS Valhalla can commission one of two bespoke Breitling Super Chronomat watches, with colours and personalised details inspired by their individual car.

The relationship between cars and watches has produced countless branded chronographs, racing editions and logo-bearing collaborations. Breitling and Aston Martin are taking a more personal route with a new watch program reserved exclusively for owners of the Valhalla supercar.

Rather than offering every customer the same limited-edition watch, Breitling is opening part of its Super Chronomat design process to Valhalla owners. A dedicated configurator will allow each buyer to commission a timepiece inspired by the specification of their car and their individual tastes.

Two Super Chronomat models are available: a technically ambitious 44mm perpetual-calendar chronograph and a more compact 38mm automatic watch.

The flagship is the Super Chronomat B19 44 Perpetual Calendar Chronograph. Presented in a 44mm titanium case with Breitling’s distinctive Rouleaux bracelet, it combines a carbon-fibre dial with one of mechanical watchmaking’s most sophisticated complications.

Its automatic perpetual calendar accounts for months of different lengths, leap years and the phases of the moon. Provided it continues running, the calendar will not require manual correction until 2100—the next centurial year that will not be recognised as a leap year.

The B19 movement also provides a 96-hour power reserve, allowing the watch to be left unworn for four days without stopping. A display caseback exposes the movement and black rotor.

Valhalla owners can customise the colour of the inner bezel, seconds hand and chronograph counter hands. The rotor can also be engraved, creating a more permanent connection between the watch and its owner.

The second option, the Super Chronomat Automatic 38, offers a less complicated and more restrained interpretation.

Its 38mm stainless-steel case is paired with a textured carbon-fibre dial, a titanium crown and a diamond-set bezel. The automatic three-hand display incorporates a date window at six o’clock, while customisation extends to the colours used for the inner bezel and hands, together with a personalised caseback engraving.

The combination of carbon fibre and diamonds might appear contradictory, but it captures the dual character of the Valhalla: a car built around highly technical performance that remains unmistakably positioned as a luxury object.

The watch program draws directly from Aston Martin’s first series-production, mid-engined plug-in hybrid supercar.

Valhalla combines a 4.0-litre twin-turbocharged V8 with three electric motors to produce 1,079PS. Aston Martin claims it can accelerate from zero to 62mph—approximately 100km/h—in 2.5 seconds and reach 217mph, or about 349km/h.

Production is limited to 999 examples worldwide.

Formula One-derived technology and aerodynamic development have played central roles in the car’s engineering, but customisation is equally important to its ownership proposition. Breitling’s configurator extends that process from the Aston Martin specification studio to the wrist.

Each car will be produced at Aston Martin’s headquarters in Gaydon, England, while the watches will be made at Breitling’s Chronometrie in La Chaux-de-Fonds, Switzerland.

The program also reflects a broader change in the luxury market. Exclusivity is increasingly being defined by access rather than the simple production of another numbered edition. These watches cannot be purchased merely by joining a waiting list or paying a premium on the secondary market; the commission begins with ownership of the corresponding car.

That restriction gives the project greater authenticity than a conventional co-branded release. The strongest configurations should be those that use colour and engraving to create a subtle relationship with a particular Valhalla, rather than attempting to reproduce the car too literally.

For Valhalla buyers, the choice ultimately comes down to two very different expressions of the same idea. The 44mm B19 is the serious collector’s proposition, built around a rare combination of perpetual calendar and chronograph. The Automatic 38 is simpler, smaller and likely more versatile as an everyday watch.

Both turn the usual automotive-watch collaboration into something more individual: a timepiece configured alongside one of Aston Martin’s most significant new cars.

Watch summary

Program: Bespoke Breitling Super Chronomat watches for Aston Martin Valhalla owners

Available models: Super Chronomat B19 44 Perpetual Calendar Chronograph and Super Chronomat Automatic 38

B19 case: 44mm titanium

B19 power reserve: Approximately 96 hours

B19 complication: Automatic perpetual calendar chronograph

Automatic 38 case: 38mm stainless steel

Shared design element: Textured carbon-fibre dial

Customisation: Selected colours and personalised engraving

Availability: Exclusively for Aston Martin Valhalla owners

Valhalla production: Limited to 999 cars worldwide