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Why the wine
industry is stupid.
Formule 1 Motel, Montmartre,
Paris - €33/night

Georges V Hotel, Paris –
€915/night
Rolls Royce - $250,000

Ford Ka - $10,000
Cheese and Ham Sandwich - $5

Cheese Soufflé - $20
In each of these cases, there’s a
visible difference anyone can
recognise between the cheaper and
more expensive item.
(Even if one might question the
magnitudes of the differences)
Ribera del Duero
wine

Ribera del Duero
wine
Ribera del Duero wine - €175

Ribera del Duero wine - €1.80
Which other industry packages its
cheapest product in almost precisely
the same way as its most expensive
(75cl glass bottle; capsule; cork; label;
appellation)?
And expects consumers to educate
themselves to understand why one
costs more than the other.
Note: I happened to choose a pair of Ribera
del Dueros. The same rules apply to a long
list of other European regions – as well as to
bottles of the same grape variety.
The US and Australia are exceptions to this
rule (there are very few cheap Napa or
Oregon wines, and most of Australia’s
cheapest wines come in bag-in-box or “cask”
form). Maybe that’s why these countries’
wine industries are less broke than Europe’s
Intelligent solutions
1) Stop selling supposedly “premium”
wines at discount prices.
2) Stop packaging cheap wines in ways that
mimic premium ones
3) Package genuine premium wines in a
way that sets them apart
Chances of any of these happening: zero

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Why the wine industry is (mostly) stupid

  • 2. Formule 1 Motel, Montmartre, Paris - €33/night Georges V Hotel, Paris – €915/night
  • 3. Rolls Royce - $250,000 Ford Ka - $10,000
  • 4. Cheese and Ham Sandwich - $5 Cheese Soufflé - $20
  • 5. In each of these cases, there’s a visible difference anyone can recognise between the cheaper and more expensive item. (Even if one might question the magnitudes of the differences)
  • 7. Ribera del Duero wine - €175 Ribera del Duero wine - €1.80
  • 8. Which other industry packages its cheapest product in almost precisely the same way as its most expensive (75cl glass bottle; capsule; cork; label; appellation)? And expects consumers to educate themselves to understand why one costs more than the other.
  • 9. Note: I happened to choose a pair of Ribera del Dueros. The same rules apply to a long list of other European regions – as well as to bottles of the same grape variety. The US and Australia are exceptions to this rule (there are very few cheap Napa or Oregon wines, and most of Australia’s cheapest wines come in bag-in-box or “cask” form). Maybe that’s why these countries’ wine industries are less broke than Europe’s
  • 10. Intelligent solutions 1) Stop selling supposedly “premium” wines at discount prices. 2) Stop packaging cheap wines in ways that mimic premium ones 3) Package genuine premium wines in a way that sets them apart Chances of any of these happening: zero