This article first ran on Forbes.com on Friday, December 4.

I may have started the Blue Collar Wine Guide as a dare, but it has turned out to be one of the most eye-opening projects I’ve ever done.

A few days ago I wrote about Barefoot wines, and why its Pink Moscato delivers on the promise of customer satisfaction: I didn’t buy that wine to take it “seriously.” I bought it just to drink, quickly and for fun, which was exactly what its marketing and packaging led me to…