Go for cheaper wines: wine snobbery no longer palatable says study

For decades, cheap wine paired best with trouser cleavage and brown paper bags.

Since the recession, however, it’s more likely to be served with a side of prestige, as consumers flaunt bargain bottles that taste like a million bucks — or at least $30.

Though prices vary across the country, the industry’s definition of inexpensive wine is anything under 20 bucks — though in many provinces, the bar is closer to $15, or even $10.

On balance, Antonia Mantonakis, a fellow with the Cool Climate Oenology and Viticulture Institute at Brock University in St. Catharines, Ont., says people purchasing bottles for about $12 represent one of the fastest-growing segments of wine consumers in the country.

“Consumers in general, have become more price-conscious, and are better at getting what they want while still saving money,” says Mantonakis, an associate professor of marketing.


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