Prof Larry Lockshin

Director, Wine Marketing Group,

Ehrenberg -Bass Institute for Marketing Science

University of South Australia , Adelaide
27 August, 2008
Page 23 
International grape varieties help build the average consumer's confidence in choice, which helps grow overall sales and the number of consumers. On the other hand, we risk losing the unique character of local varieties and the range of wine flavours available. The good news is that the local varieties, which make good wine, are usually "rediscovered ". Some of the indigenous varieties don't make very good wine and are likely to become only a curiosity. No one wants to force people to drive cars made in the fifties by local car producers, do they?


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