How Wine is Marketed/Purchased

A little anecdote followed by a link to the article:
The story is told of a sales call that Ernest Gallo made to a New York customer in the dark days of the depression. He offered sample glasses of two red wines - one costing five cents per bottle and the other ten cents. The buyer tasted both and pronounced, “I’ll take the ten-cent one.” The wine in the two glasses was exactly the same. Clearly, the customer wanted to buy an identity - the image of someone who wouldn’t drink that five-cent rotgut- even if he couldn’t actually taste the difference.

They always buy the ten cent wine, Ernest Gallo said.

Article can be found here.