4. Avoid promotional discounts: There will be lots of channel pricing discrepancies and short-term promotions, but fixing brands at lower price points will keep them there, causing long-term viability issues. While these will be difficult time for many, consumers will continue to rely on treats, ‘min rewards’ and everyday luxuries in a time of recession, and wine will remain both a treat and a reward, whether priced at $5 or $50.