Wine, what are saving it for?

[MikeE]

I agree with n144mann... even at $8-$10 per bottle, the tradeoff for the average US family just isn't there. At 3 bottles ber week (assuming they drink half a bottle per night and they go out once a week), that's $24-$30 per week. The tradeoff against soda, beer, milk, ice tea, etc. is a tough one to justify for middle America, supposedly the folks who aren't drinking wine already.

I'm not sure that the "what are you saving it for" campaign will resonate with those folks, but then hey, I'm a finance barney, so what do I know about marketing?

FWIW,
ME