Wine morketing experts the world over are busy little bees figuring out how to get us to trade up to the next price point towards an aspirational fine wine nirvana.
However, Centra (equivalent to 7 Eleven for my many many US readers) have used the interpretation of the Irish exasperated female expression “I’m fine, okaaaayy” to describe their range in a bid to get more trade from WSET Diploma students.
