How much do you want to spend on a bottle of wine? The intuitive answer, of course, is as little as possible. That stands to reason, except that the way people buy wine is anything but reasonable.
For most consumers, wine-buying is an emotional issue. The restaurant industry has a longstanding belief that the lowest-priced wine on the list will never sell. Nobody wants to be seen as cheap. But the second-lowest-priced wine, that's the one people will gobble up.
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