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Article: New Research Suggests ``Two Buck Chuck'' Phenomenon Holds Important Lessons for Wine Industry; Super Value Wine Trend May Signal Ways to Change American Wine Habits.
- Article from:
- Business Wire
- Article date:
- June 19, 2003
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Business Editors/Wine Writers
SAUSALITO, Calif.--(BUSINESS WIRE)--June 19, 2003
The "Two Buck Chuck" phenomenon that has rocked the wine industry in the past year may offer important lessons for wine producers and retailers over the long-term, according to research conducted by The BRS Group and Context Marketing. The survey, recently conducted among more than 300 California Super Value Wine drinkers, is the first published attempt to quantify and understand the Super Value Wine trend. ("Super Value Wine" refers to sub-$3 varietal table wines sold in 750 ml bottles.)
The research in part confirms what many in the industry believe -- that Two ...