Treasury Wine Estates once produced research that found British shoppers intended to drink 13 per cent of bottles ‘within a few hours’, 22 per cent ‘the same day’, 15 per cent ‘at the weekend’ and a further 34 per cent within a week.
This makes me wonder about the 13 per cent. Are they opening bottles as soon as they can wrangle the trolley out of the supermarket?
So that’s why screwcaps caught on.But it makes sense. For many, wine is an ‘I just feel like it’ buy, picked up to go with dinner, the weather, their mood or all three.
Convenience has a price, of course. With wine, that price is most likely to be restriction of choice. Once you’ve tried all the bottles you can afford in the shop at the end of your road, is that just it?I hope not.
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