Ya know, I'm a free-market kind o' gal, and I firmly believe that mass marketing wine is a good thing for all involved. Most of us cannot afford to spend $500 on a bottle of free-range wine (so to speak), but with the de-mystification of wine so the common folk can both afford and appreciate it (even if it's not expensive or vintage wine), more people have started to drink the Yellow Tails of the wine world. This is only for the good, for a whole host of reasons:
If someone wants to drink only expensive wine, I say go for it, all the power to ya, etc. But don't look down on people who put out a product that other people appreciate, just because you think it's beneath your notice. And definitely don't turn your nose up at the people who enjoy that product.
- Vintners make money making an honest product for honest people who appreciate the taste and can afford to purchase it often enough to provide a tidy profit for the winemakers, however mass-produced and mass-marketed it is.
- Those vintners can therefore put out smaller batches of higher quality wine, which the profits of the lesser wines make possible (it takes longer to make them, and the revenue needs to keep coming in from somewhere).
- The average Joe and Jane get to enjoy eminently affordable and drinkable--if not of sterling vintage--wine with their fish and fowl and they are then introduced to, the idea at least, of the pleasures of wine, as well as what they like and do not like--and are more likely to eventually venture into the more expensive wine bracket once they are more comfortable with all the above and don't feel like they're risking their hard earned money on something that they don't like and isn't worth it to them.
- The middlemen and -women make money too, which is also a win.
If someone wants to drink only expensive wine, I say go for it, all the power to ya, etc. But don't look down on people who put out a product that other people appreciate, just because you think it's beneath your notice. And definitely don't turn your nose up at the people who enjoy that product.