ROSE SCENARIO

Red wines are making quite a splash in the supermarket wine case.Although white wines remain the perennial sales leaders, reds are gaining favor, especially among the wealthy, better-educated consumers and wine aficionados. New varieties ofreds, such as merlots and pinot noirs, are driving consumers to the category. And as consumers become more educated about wines, they are more apt to try the more

Red wines are making quite a splash in the supermarket wine case.

Although white wines remain the perennial sales leaders, reds are gaining favor, especially among the wealthy, better-

educated consumers and wine aficionados. New varieties of

reds, such as merlots and pinot noirs, are driving consumers to the category. And as consumers become more educated about wines, they are more apt to try the more expensive vintages, where reds are the strongest.

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