Americans like their wine cheap, Technomic says

Americans like their wine cheap, Technomic says

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Affordable table wines and sparkling varieties are the exceptions in the maturing winemaking industry, according to research firm Technomic.

The competition is most intense at the $10-20 price point, says Donna Hood Crecca, senior director at the firm. “Consumers today are very engaged with wine, and table wine suppliers are marketing brands aimed at specific groups,” she says. In the $10-$20 range, many brands are going head to head and crowding the market.

“The fastest

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