How much are we influenced by awards as opposed to price when it comes to buying wine? Take a look at any supermarket shelf and which areas are emptied first? It always strikes me that small percentages off the price or 'sales' seem to clear the shelves, irrespective of the quality of the wine, its country of origin or grape variety. People love a bargain and seem totally influenced by this over an award winning bottle standing next to the bottle on sale. So why do growers bother? Is this a valid secondary consideration when it comes to choice? Should it really be secondary?
My own personal view is that a great deal of effort goes into these awards and competitions. I am sure the growers and shippers are massively interested in the outcome because they can probably charge a bit more for the wine to the wholesalers and retailers. But as far as the end consumer is concerned it upsets me that this flies out the window if a major retailer decides to simply run a promotion on a wine or range of wines and people buy on perceived savings.
I will continue to buy on quality and choose the odd award winner from time to time, maybe there is more that the merchants and growers can do to change buying habits based upon quality. Let's hope so for all our sakes.
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