“Oh no, I just use it for cooking,” Garcia said. She was lying. She doesn’t want the prices to go up of what has become her and her husband Michael Gilcrease’s favorite wine, and she suspects this will happen if too many people start drinking it. At Fiesta, you can buy three bottles of Frontera for $9.99. Prices vary slightly around the country, but it’s typically the cheapest bottle at any given wine shop.
Despite its budget reputation, Frontera has accumulated a devoted following from people around the country who think it tastes great—at least as good as anything you’d buy in the $15 range. Since Garcia discovered the wine at the supermarket last year, she and Gilcrease drink exclusively Frontera with their dinners, often pairing it with spicy Mexican dishes. The wine is made in Chile at the Concha y Toro vineyards, and Garcia, who is from Zacatecas, Mexico, can discern uniquely Latin American flavors.