The average consumer knows very little about wine and the longest they'll spend thinking about it is when looking at a price list in a restaurant or grabbing a bottle from a supermarket shelf.
The documentary made wine a topic of conversation and hopefully got consumers to research just what flavourings, additives and preservatives are allowed in the winemaking process. The more enquiring people are, the more interesting something gets
and, ultimately, interest equals sales.
Yes, the winemaking process is governed by strict health and safety regulations and therefore Moore's claims have little substance, but
that doesn't mean the programme shouldn't have been shown. The documentary was picked up by all the top newspapers (many rightly pointing out the flaws in Moore's argument), thus making the UK's wine industry a hotly debated topic. It's this kind of interest that we need to be generating more of if we want consumers to continue to buy wine.