Every so often a supermarket chain makes an attempt to take the fright-factor out of wine buying. Yes, fright.
Some people find wine incredibly intimidating. For them, staring at the wine shelves is like looking at a menu in an unfamiliar foreign language.
So the supermarkets try to help, with varying degrees of success. Years ago, Morrison’s introduced a “Great With” range: “Great With Chicken” etc. It was criticised at the time for its vagueness – chicken dishes do not all taste identical – but in the end the criticisms were irrelevant. “Great With” no longer exists.
Fast-forward a number of years and Philippa Carr, senior wine buyer for Asda, is explaining the company’s new Wine Selection range. Asda has set out to “de-risk” wine at the lower end (£4 and £5) of their price range with a special labelling and colour-coding system. This is for the people who don’t “feel confident” buying wine and are terrified of getting it wrong.
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