I like the car analogy because I think it captures the essence of the anxiety; to many consumers cars are a bit of a ‘black box’ just as wine. If you were to go on that theoretical road trip, I believe the challenge is picking the BMW or the Porsche of the bunch as it helps define the experience quite a bit more. Many don’t realize that the differences between cars can be as vast as the differences between an airliner and a fighter jet. So I believe that some are earnestly looking for that little bit more to enhance their experience, and that for me is why I ask a somm or an expert when I don’t have enough knowledge about the product I’m getting.
After all, who needs the minivan of wines when the kids can’t partake?