$10 wine is more than a price – it’s a style of wine that is consumer friendly, well made, and offers value. Equally as important, $10 wine isn’t associated with any of the winespeak, score-driven attitude that affects so much of the U.S. wine business. A $10 wine is honest and made for people to drink, not for reviewers to gush over. It’s about enjoyment, not pretense, Tuesday night Chinese takeout instead of $300 nouvelle cuisine. In addition, not all wine that costs $10 qualifies as $10 wine. Too many producers put a cute label on inferior wine and hope that the label makes up the difference, marketing wine like toothpaste or laundry detergent.