Indigenous varieties can be an exciting way of innovating in wine, but have always been harder to sell... Loved & Found range is a way to let more adventurous customers try new and unusual wines.
Experimental wine drinkers are likely to spend more... wines generally priced 8.99-9.99, attracting younger consumers opting for obscure regions like Georgia and Greece.
Supermarkets utilize these ranges for test marketing; oddball grape varieties may become future must-list items... Austria's gruner veltliner case to predict similar success with Romania's feteasca regala.
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