In real terms, the average price of a bottle of wine has been falling as retailers have consistently discounted to drive sales. However, much of the discount has been producer-funded - allegedly placing a squeeze on profit and restrictions on future investment. Although beneficial for the consumer, and arguably the supermarkets, it is questionable whether this is sustainable - leaving the issue of how the market can be encouraged to evolve.
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Appendix
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The Consumer – Drinking Behaviour
The Consumer – Wine Varieties
The Consumer – Attitudes Towards Wine
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