This elegant spa town in the Cotswolds has a disproportionately large fine dining scene for its size. The Montpellier district features several award-winning restaurants with extensive wine programs. The annual Cheltenham Festival and other cultural events drive seasonal peaks in premium wine consumption. The affluent local population has sophisticated tastes, with Italian restaurants reporting strong sales of premium Brunello di Montalcino, Amarone, and Barolo. The proximity to wealthy rural communities expands the potential market beyond the town itself.