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Discovery of new places gives me the thrill. Whenever I spot the word ‘wine’ in a signboard, I make it a habit to check it out sometime. Curiosity is one plausible explanation (the other being fervent passion) to aeon of time I spend strolling down the wine aisles, scanning at the selection and peeping at the price tag, in the name of education and a hint on the margin the retailers pocket (I’m kidding, it’d be too obvious!). When feeling bolder, I’ll fancy a word or two from the merchants (some real experts of the trade) about their establishments and some other, you know, basic stuff about wine.

My observation has taught me that wines are not ‘sold’ equal. Granted, the same set of microeconomics doesn’t play out across the board. Admittedly, supermarkets boast the economies of scale to keep wine prices reasonable enough for the frugal and novice drinkers (with known quality, some well-made high-volume labels do represent good value). An independent wine shop might however more than make up for pricing with more diverse selections and expert service. Say, a devoted wine lover sure doesn’t mind parting with a buck or more to a chatty merchant whom he enjoys a rapport with for either reason: he carries hard-to-get bottlings missing from major distributors’ portfolio, or he finds the recommendations from a professional helpful, priceless in a way (arguably, it’s been accounted for). It’s merely give and take to shop at one place or another.

Let’s face it: the hostile duty on alcoholic beverages in Malaysia will always skew the consumption pattern of an ordinary wine drinker towards inexpensive ‘bargain’ for more sustainable, casual home enjoyment over the steep premium range. This makes supermarkets and less intimidating wine shops our frequent hunting ground. As you outgrow beyond the confines of supermarket wine, you may find yourself patronizing more specialized retail outlet with which you grow comfortable for it meets your expectations.

To put it righteously, I set out to spread the words of any noteworthy deal or wine event I happen to bump into for the sake of maxing out every last penny of our tight wine budget. Of course, my bigger goal remains to enhance the public’s appreciation of wine. Skeptical alcoholics searching for a reason to dabble in should look no further than what little something extra drinking wine in moderation will do for you. The rising popularity of wine could only spell a more competitive marketplace and stronger demand for quality services and better wines which could play to the benefit of oenophiles in the future, barring dramatic shakeup in the tax law.

As for newcomers who sweat through picking the right bottle and feeling uneasy for lack of knowledge and the presence of salesclerk’s watchful eyes, here’s some words of advice:

• As Wine For Dummies puts it, "... the single most effective way to assure yourself of more good wine-buying experiences is to come to terms with your knowledge — or lack thereof." Wine shopping is supposed to be fun! Your wine sense will grow with every purchase, so will your confidence.
• Know your palate . It's totally okay to be fond of fruit bombs. Don’t be afraid to consult the salesclerk for recommendations that match your liking, provided he/she is competent at the subject on hand.See 5.
• Watch your pocket. Thrift is the new black in hard times like this. Remember that we are bled dry for a taste of booze in Malaysia. While the markup of the restaurant's wine list can be a total rip-off, a warehouse sale is something you should not miss for heaven’s sake.
• Follow your heart. Part of the fun in wine shopping is in the element of surprise. You might even stumble onto some good wines with cute animals on the label. That said, a little research at home can go a long way in getting more bang for the bucks.
• Take the sales auntie's words with a pinch of salt when you shop in the supermarket. Their wine knowledge is anyone’s guess if their rhetoric is anything to go by. Ask them questions to probe about the products you’re interested in. If she does lead you to your pot of gold, it's your lucky day!

To quote a friend of mine, "life is too short to drink bad wine". Make an informed choice, you’ll know it until you try it!