Read at www.theguardian.com
People may buy wines from adoptive countries even if they are more expensive or not as good because of their curiosity and desire to try something new.
The answer, I suspect, is simply just because you can, and since most of us who love wine are driven by curiosity (and I'm guessing or you wouldn't be reading a wine column if you weren't), the opportunity is possibly too good to resist.
Retailers like Marks & Spencer and Waitrose are capitalizing on the demand for obscure varietals by offering ranges that cater to adventurous wine drinkers.
I imagine the strategy is to promote a more adventurous mentality among customers, not least because curious wine drinkers often end up spending more given that it's essentially their hobby.