"Like the mega-church that's gobbling local community churches in the US, there's a new prosperity theology that's allowing supermarkets to encroach on the traditional corner shop: the New World wine brand. Because of limited shelf space and the fact that no one spends any more time in a convenience store than they have to, workaday brands such as Hardy's, Jacob's Creek, Kumala and Blossom Hill give retailers an opportunity to offer a familiarity that breeds contentment. For that last-minute purchase before you head round to friends for dinner or settle in for a Big Night In, you can be confident that Jacob's Creek and its ilk will at least not offend."