The You and Yours programme on BBC Radio 4 recently ran a piece in which a £7.50 Chinese wine in Sainsbury’s was described by the interviewer as “cheap and cheerful”. A flurry of listeners comments followed, aghast that £7.50 should be thought cheap. Many were paying £4-5, unable to afford more, and generally happy with what they were buying. One listener said his wine buff family members couldn’t tell the difference between his £4-5 wines and more expensive ones anyway.
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