The British wine market has been recognized as a very influential one ever since they pretty much established the Bordeaux wine trade in the middle of the 17th century. While the number one destination for Australian wines has been the UK market there are signs of renewed interest in French and Italian wines. The good news all around however for producers is that there is a definite trend to higher quality and higher priced wines. Tesco, British supermarket giant, reports that sales of wines at £10 or more has grown by 75 per cent over the past two years. The Australian Wine and Brandy Corporation announced plans to convince the Brits and the rest of the world that Australian wines are right up there with the best in the world and deserve higher prices. But perhaps it is too early to predict the demise of the "two buck chuck" phenomena. After all as Fred Franzia of Charles Shaw Wines once uttered "No bottle of wine is worth more than $10." I just happen to believe that good wine can be worth more and perhaps a lot more than $10.