True. Perhaps not the best comparison. There is a fundamental difference in branding dynamics between markets that value novelty vs. predictability, and exclus

True. Perhaps not the best comparison. There is a fundamental difference in branding dynamics between markets that value novelty vs. predictability, and exclusivity vs. availability. With the wine market varying across both those axes. Then there is the consumption vs. collection aspect. Winos of all persuasions have individually varying degrees of immediate satisfaction, delayed-reward, and hoarding/treasuring instincts. Not really a cola soda branding type market at all!