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Obviously this product isn't for you.

Let me tell you who I think it is for.

In a turnaround universe, where "aspiration" is the jewel in the crown, moving folks from Moscato towards (more expensive) Champagne seems to be one of the goals.

You don't have to like it. Then again, there were a lot of folks who moved from fizzy, sweet Lambrusco to more serious reds in the 1970's.

And yes, there are all kinds of other "gateways" to fine wine. This approach isn't for folks who are inclined intuitively towards "fine" wine. It's a whole 'nother target. That, I know.

I don't think this is a bad thing. It may not be a good idea for folks who are more serious about their bubbles or their wine intake.

It isn't for you or your readership base, that's for sure.

I'm just saying...


Hello A, Thanks, as always.

Now, yours is a point I have heard many times before but one I never buy it.

I drank Lancers and Mateus because back then it was CHEAP and about the only thing that was offered in a wine bar in the hood. Yes, Moet's marketing truly bugs me, I find the lack of respect for wine offensive. If this was priced at far less than they're usual bottling, I'd say, what the hell. But people are buying this because they trust the glitz advert, because they are told and believe it is good, and perhaps, because of the LVMH lock, is often the only thing they can find unless they travel out of their shtetl. I still see people, fabulously rich, who stock only 'brands' because that's what they wear. Now, if they liked them I wouldn't even mind, but many of these folk believe the package and perhaps their own curiosity doesn't take them to see something better. How many times have I (and I'm sure you) have seen people floored when they taste a good champagne? How many times have I (and you) heard people say, "I don't like champagne," but then you pour them something of quality and they stop in their tracks? And actually, from a marketing perspective, what does selling this at the same price tell people? These aren't beginning prices. This is pandering to a market because, sadly, they can. On the other hand, truly, if people love the stuff, then what the hell. But I find it to be robbery.


Like I said, this isnt for you ( or me either). But the brand analogy is spot onb. I see folks buying Dolce & Gabbana, etc, because they think it will confer additional status upon them. And in our capitalistic system, those folks who make the investment, whoever ill-conceived as you or I may perceive it to be, it still allows that kind of activity to go forward. Until it stops working.

the difference between today and back then (when CHEAP was de rigueur for many/most of us) is that even in today's economic imbalanced times, folks who arent uber-wealthy want to pretend they are. Hence products that cater to those whims.

Probelm, Dear Alice, is you are trying to apply reason and logic to something that doesnt factor those into the equation. it's all about "aspiration"...

not saying I agree, just know that's the startegy


Yes. Yes. We agree on their strategy, for sure.

A Facebook User

Maybe Italianwineguy is missing a point that is at least implied by Alice's post. The objection to the marketing and selling of gilt crap for a fortune is not an economic objection and not just an aesthetic objection; it's philosophical. Think of the bitter irony of the marketeer's association between branded crap and "the good life." That's the opposite of the good life. When I hear that phrase, I prefer to think of Aristotle's eudiamonia instead of Dolce y Gabbana. I'm just thinking out loud here, but maybe it comes down to values or a hierarchy of values. And it is not wrong to champion better values. There I said it. Everyone should have something better to do with his or her $195. Yeah, yeah. I know, free choice, free market, blah, blah. I agree, of course, that it should be free, open, and voluntary. That don't make it right.


I think I pretty well laid out who this product was created for without a rousing endorsement.

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself,you will succumb in every battle”
― Sun Tzu

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I'm hunting the Leon Trotskys, the Philip Roths, the Chaucers and the Edith Whartons of the wine world. I want them natural and most of all, I want them to speak the truth even if we argue. With this messiah thing going on, I'm trying to swell the ranks of those who crave the differences in each vintage, celebrate nuance and desire wines that make them think, laugh, and feel. Welcome.

And, if you'd like a signed copy of either THE BATTLE FOR WINE AND LOVE OR HOW I SAVED THE WORLD FROM PARKERIZATION or NAKED WINE, feel free to contact me directly.