I do not have any formal qualifications in marketing to fully analyse the potential outcomes of this change but I think there are both positives and negatives to weigh up.
Firstly, impulse buying probably has a lot to do with obesity in adults and children in this country. Supermarkets are not silly. They know exactly where to place snacks and chocolates so your kids have pretty much got the wrapper off before you reach the checkout. Obviously wine will not be directed towards children in the supermarket but adults are just as susceptible to this type of marketing. Will making it attractive, easy and acceptable to grab a bottle of wine to go with your meal each time you food shop, lead to an increase in consumption? Pretty sure 'yes' is the answer and the supermarkets definitely know this. While red wine in moderation has some health benefits, a general increase in consumption will almost undoubtedly lead to further alcohol related health issues. I think I could safely say that most Winemakers would rather increase quality (with an increased return) than volume. Let's drink better, not more.