Multiple retailer buyer

The temptation is to say "yes ", but to do this is to misunderstand mainstream consumers. Most do not have in-depth knowledge and grape varieties act as signposts.

To learn a new system for wine is confusing and inhibits both experimentation and the kind of self-assured choice which they exhibit elsewhere in the store.

While this can seem patronising, much can also be done in terms of packaging to ensure that the customer knows what to expect. This is probably done better in

own-label offerings than in many branded/supplier-labelled wines.