At a very basic level, wine can be divided into two broad categories: bulk wines and premium wines. This binary is important to any discussion of wine marketing as the two are historically very different products but, despite the fact that bulk wines account for a significant proportion of production, „almost invariably those who discuss, sell or write about wine refer to it as if it were a single, homogeneous product, albeit in various styles‟ (Charters S., 2006).