Why fine wine companies must remember their roots

Many fine wine companies do their best to position themselves as luxury brands - and while that can help consumers to appreciate the effort that goes into a really great wine, it's important to recognise the human element that goes into even the best of bottles.

Industry analyst Wine Intelligence explains that humans are still instinctively drawn to examples of tribal behaviour, such as street food, markets and their modern-day equivalents, shopping malls.

We like sensory experiences, with smells and tastes to set our mouths watering - and this is a desire fine wine companies cater for particularly well.

Article author Lulie Halstead writes: "[Wine] is strongly connected with its roots, in the many senses of that word, and has artisanal and crafted perceptions amongst the majority of wine consumers."

These instincts are not just confined to your decision-making process when you buy wine, either - they also apply to some of its great accompaniments.

Consider cheese, for example; another consumable for which the artisan, handmade approach is frequently perceived as a selling point.

The next time you buy wine and cheese to serve together at a dinner party, remember these basic instincts, and invest in a bottle that carries an element of craft to the table, which is bound to delight your guests.