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Jerry Lockspeiser: let's show consumers the true cost of a bottle of wine

Published:  02 October, 2013

Jonathan Cahill's recent opinion piece about wine value, duty and consumer perception got me thinking. The central point of Jonathan's piece is that because alcohol duty is fixed it takes up a much bigger percentage of the retail price when the wine is cheap than when it is more expensive. Ergo we should be telling consumers that the higher the price they pay for a bottle of wine the more their money is buying wine rather than tax, so the better the value, and exponentially so.

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