Here is something that sounds snobbish but is actually true: People are drinking mass market brands because they don’t know better and the whole wine retail distribution model is not setup to tell them how much better they can have it. I have been interested in wine for many years and surely enjoy those that are qualified as Maseratis and Ferraris yet my current everyday red is $9.95 a bottle and white is $6,95. Both are terrific wines and both are completely unknown to the general public sheepishly buying Turning Leaf for twice the price and half the quality. Here is another fact of life. I live in NYC and work in Tech. So when I go to all those parties that NYC Tech can’t do without, there are 30 different craft beers, all great, and 2 wines (red and white) both crap. So, why is that? BTW, everybody knows that they are crap so people are drinking beer, me included…Why the promotion of high quality craft producers works in beer retail and doesn’t seem to work in wine retail? In my opinion, it has nothing to do with people’s taste. It has everything to do with the current wine industry model that, if you ask me, is ready to be disrupted.