Fine Wine

The results are conclusive. A $500 bottle of wine doesn’t taste better than a good $20 bottle.  If the cat is out of the bag why aren’t people picketing the vineyards?  How are sommeliers still employed?  Why is some wine still $500/bottle? 

If the blind folded wine expert likes the taste of the $20 bottle how does the free market support high dollar wine?  The answer?

Narrative.

Story is powerful...very  powerful.  Powerful enough to increase the value of a bottle of wine by 2500%.  

If those around you believe the narrative and you order the expensive wine (without sniffing the cork) Your status was just elevated.  

It feels good to elevate our status.  Sometimes the truth isn’t as fun because it kills the story and the status benefits.  The only thing more valuable than the $500 bottle?  The Narrative.