Less costs more with high end wines

Australian winemaker Neil McGuigan of McGuigan Wines and boss of Australian Vintage has called upon the trade to work together to educate consumers about the quality of premium wines and how 'less is more' when it come to the flavours in wine when you trade up.

He believes that brands and retailers have educated consumers towards entry level wines full of obvious, in your face flavours, so its a challenge trying to convince them to pay more for wines where they are getting less, more subtle flavours and elegant wines.

But Clem Yates MW, formerly of Sainsbury's and now at Off Piste Wines, argues that while she agrees with McGuigan in principle, it's not always the case. At entry level we have the likes of Pinot Grigio, a wine that displays more neutral-based flavours, while premium own label brands serve as a good transition towards better quality wines.