A non-wine drinker, frequently tends to think that wine is something like a cola because people have it so frequently, it is available at all marriages, happy occasions, and is also used in cooking. But no! Wine is not a cola. No two wines are alike. Having a cola or such a cold drink will give you the same taste that it gave you the last time and then the time before last as well.  Wine drinkers talk about wine with pride and each wine tells its own story unlike a cola that looks and tastes the same all the time!  But unfortunately, wine after being aged is sold to a wholesaler, who adds his margin, and then sells it to a sub dealer for an area, who again adds his margin, and these sub dealers then sell it to the retailers who add their margins and bring about the RRP which can make some of the best wines very very expensive!  To change this vicious circle of price rise, Wine Growers Direct Australia, brings to you wine from some of the best New Zealand, Australian and European Wineries. These wines are available at wholesale prices and even those prices are heavily discounted. Even imported Italian wines like the 2009 Villa Callapiano Chianti, normally retailing at $258 per case is available at just $129 and the 2007 Winegrowers Direct Barossa Valley Rose, normally retailing at $588 per case, is available at just $99 per case!. That’s a saving of $489 per case. Time for all cola drinkers to turn into wine drinkers!