Give me a break....and Elvis

I just got back from Pavilions market....which is one of Safeway's higher end operations....you know the ones that have a Starbucks inside next to the exotic floral displays.....
Anyway I was walking by the enclosed liquor cabinet and noticed they were having a wine sale.
A 2003 Mondavi Private Reserve was on sale for $129.00
2003

I ALMOST CHOKED ON MY $3.50 LATTE and then realized that it was 38 cups of coffee.

38 cups of coffee from Starbucks is 38 days.

One bottle of Mondavi 2003 Private Reserve is about two hours by yourself......one hour with one other person and 10 minutes if you have a few friends over.

It's been a few years since I drank wine....but in 2001 I could get a bottle of 1997 OPUS for $129.00

OPUS

I really think the Private Reserve from Mondavi was around $30.00

WHAT HAPPENED TO THE WORLD OF GRAPES AND VINEYARDS?
DID I MISS A HUGE CATASTROPHE?

or is Safeway just trying to act like the oil companies?
They have a program where you buy 7 deli sandwiches and you get the 8th one for free. I've participated in this program for a few years and have enjoyed 3 or 4 free sandwiches.
They opened a Starbucks in the store about three months ago and I discovered one day that they have a similar program for 7 coffee drinks/get 8th for free.

All you have to do is enter your Club card and it kicks in. I didn't know they had it for coffee until about a month ago and one morning entered my card number and NADA APPEARED ON MY RECEIPT. I asked the coffee dude and he said talk to the manager. The manger proceeded to tell me that since I was on the sandwich dealio I couldn't also be on the coffee dealio.

Seemed rather mean spirited to me but I accepted and grumbled my way out of the store.

Yesterday on my receipt, after buying milk, I noticed a small note at the bottom.

"The sandwich deli giveaway will be ending on March 28th...thank you for your participation."

I immediately went to the manager and said..."ok, I 'm losing the sandwich thing so now I want to be added to the coffee thing." He looked at me like a guy who really thinks Mondovi 2003 Private Reserve is worth $129.00 and calmly said...."sorry, but the coffee thing is ending on March 28th....just like the sandwich deal."

I stood for a moment and then pointed out that I read the business section and am aware of Safeway's profits in the last few quarters and has he not heard of Wild Oats and Whole Foods?
Did he not know that Coffee Bean offers a freebie after 7 and by the way sir...."Do you really think $129.00 is a good sale price for Mondavi 2003 Private Reserve."

He looked at me like I was homeless and said......"We've sold three cases at that price....and if you want to complain about anything....there's a number at the bottom of your receipt."

I really think he was lying about the three cases but I decided that he wasn't going to be affecting anything regarding price structure at Safeway so I calmly slipped away.....maybe grumbling a little bit about oil companies and grocery stores.....maybe just a little bit. As I got to the door I turned around and went back to the manager and said, "have you ever seen King Creole with Elvis?"

There was a slight pause while he researched his memory bank and he said, "no I haven't....Elvis movies are kinda stupid." Now this bean counter middle manager dude was about 35, so I had to take the age thing into consideration. I realized that an entire world of early Elvis had escaped this guy's youth.

"Sir, I recommend you find the movie....grab a bottle of that Mondavi Reserve....snuggle up with your woman and watch the greatest Elvis movie ever made....and one of the greatest musicals ever made. If you buy two of those bottles of wine and drink them both during the movie...you and your chick will be driving to Graceland on your next vacation."

He gave me the look that middle mangers learned in marketing class at Safeway U.....the one that says....I'M BUSY NOW AND ARE YOU GOING TO BE A PROBLEM?

I just took a deep breathe and started singing....."you looking for trouble....just look right in my face."......as I slowly walked away. The sound of his voice stopped me cold. "Hey....I love that song." I turned and looked at him and said...."Oh yeah....you REALLY WILL be driving to Graceland after you watch King Creole."

But as I left the store all I could think about was 2003 Mondavi Private Reserve and why the hell didn't I buy 10 cases back in 2003. Is there a collectible market for new wines? 2003 is a new wine. I realize there is a large market for old wine....before 1999, but new wines?????

One of Gallo boys just died last week and the news that Mondavi could get $129.00 for a 2003 bottle of wine....probably killed him.

I really need to watch King Creole......as do you.

MICHAEL TIMOTHY MC ALEVEY