). It's hard enough for struggling producers to get supermarket listings as it is, and for
do achieve it, it's
usually at a loss .
This move will only increase the commodification of the category and make it harder still for the smaller producers to be able to sell their wines .
Of course, there will always be people who can afford to buy good wines and for whom compromise isn't an issue.
But no matter what Dan Jago says about the quality of the wines in the Value range, it is bound to be cheaply mass-produced and lacking in character.
Is that any way to introduce people to good wine and encourage them to savour a drink rather just knock back a cheap bottle?