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Tag Archives: wine analysis

Do wine drinkers trade up?

winetrends
trading up

We assume wine drinkers trade up, but much of the evidence says otherwise.

Trading up is one of the most basic assumptions in the wine business, fitting hand in glove with the concept of a gateway wine. The idea is that one starts drinking wine with the gateway — something cheap and probably sweet, like white zinfandel — and then moves up in price and quality, eventually buying expensive, highly-rated wine and talking like someone who writes for the Winestream Media. Talk to enough people in the wine business, and they’re convinced — or they let themselves be convinced — that this is the way the world works.

It’s much more difficult, though, to figure out whether this actually happens. More, after the jump:

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