When you turn the trolley past the end of the supermarket chippie and cracker aisle and launch yourself into the wine department, it's almost an automatic response to slow down, regroup and try to focus on finding something that's going to taste good.
The sheer volume to navigate these days is daunting. If you're wanting to branch out and try something half-new and interesting, it's natural to gravitate towards wines with an 'on special' ticket, wines with a stylish label or a bottle with shiny medals slapped all over it.
The problem is (or rather, was) the wines that used to clean up at awards shows around the country tended toward the pricey side.
There were rumours of 'insider trading' in the bad old days when those involved in the awards shows would let their mates know who'd won all the medals and trophies before they were announced to the public - there'd be precious little left even if you could afford them.
Thankfully the New World Wine Awards came to the rescue, a competition for under $25 wines wines retailing at a supermarket, AND there had to be a decent amount produced to give everyone a chance of securing an award-winner.