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  • Has low-cost liquor shaken its low-quality reputation?
  • Has low-cost liquor shaken its low-quality reputation?
    Trevor Gerzen (2018) ©
REPORT

Why cheap wine is bringing in the big bucks

With Costco's inexpensive alcohol offerings bringing in record revenues and Trader Joe's ‘Two-Buck Chuck’ gaining a cult following, the low-cost wine industry is booming. Given the traditionally dim view of this booze segment, what has been driving its success beyond the price alone?

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