More than 60% of wine sales globally, take place at the super markets.

You, from all your friends have to bear the challenging task of spotting the wine for the dinner. But for the moment, you find yourself both indecisive and dazed, staring at the super market wine-wall with eyes full of question marks. And we say super market because more than 60% of wine sales globally, take place there. You make genuine efforts to remember a wine that has got your attention from a recently read review, but in front of more than 500 different labels it is that your mind has simply stopped. Even if you finally manage to recall the Assyrtiko from Santorini you wanted to try for weeks, will that solve the challenge? Who can guarantee you after all that the wine will match the specific cooking delicacy your wife’s mate so successfully prepares? You start thinking, maybe better to buy a lager or this yummy pilsner or even forget the whole thing and have scotch with nuts and salami instead! And then, all of us who are dealing with one way or another with the vinous world, wonder why it is hard to attract the every-day consumer to wine. Beer and spirits, especially local products such as pomace-based brandies and ouzo for Greece, hold the lion’s share in terms of consumption with wine finishing in last position, far behind.

So take a deep breath…The world of wine is at the same time alluring and complicated. You are not to blame for that but the numerous wine labels and styles among many other reasons. But what could easily change for conditions to become friendlier and more attractive to the average consumer who literally freezes at the sight of a wall full of unfamiliar labels? In what way, things could become simpler?


Our vote goes to simplification of enjoyment and we therefore say yes to Barolo with red mullets and to Bordeaux with lentils.

Educating the consumer could be an obvious answer but we want something different and original. Take a look at the super-market shelves; they are located at the last corridor that feels like being in an almost sterilized environment. Maybe if they were moved otherwise, closer to food related stuff, the consumer would feel more comfortable. And what about finding a modern, possibly technological way of connecting the wines with the food categories they could fit? This could also happen in other sales points as well. No big secret after all, that one of the key features that pushes someone to consume a bottle is to accompany wine with food and taste the full-experience. But please, let’s not overdo it by countless, stringent food pairings that promise a marriage made in heaven. In fact no more, wine A matches best Brie de Meaux while wine B is best suited to Brie de Melun. Sure, it may be very real that differences in taste between these two cheeses do exist, but shouldn’t our approach focus on simplifying things rather than complicate them, driving away the consumer in the end?

The truth is that many recipes pair very well with a range of red and white wines while some traditional food like roast lamb feel very happy with Bordeaux, Rioja and Chianti but will not be offended if you try to match them with Syrah, Merlot, even Zinfandel.

Perfection is not a destination but an endless journey!

Moreover, why would someone want to set-up so strictly a wine around a single cheese or particular dish when the table will be filled with many other flavours? And what about the element of subjectivity or personal taste perception? Does that have any significance? We therefore suggest to leave behind your concerns about which wine matches perfectly that specific bite and relax for a change; maybe even try to give more attention to the moment of opening the bottle and sharing it with company. Our vote goes to simplification of enjoyment and we therefore say yes to Barolo with red mullets and to Bordeaux with lentils. And the majority of people should stop believing that a perfect match exists. After all perfection is not a destination but an endless journey!