I think there is a tendency to overestimate the conclusions of the cited study. We definitely should be wary of price tags -- I've had $10 and $15 bottles of wi

I think there is a tendency to overestimate the conclusions of the cited study. We definitely should be wary of price tags -- I've had $10 and $15 bottles of wine that kicked the pants off many $50-100 bottles. I'm also definitely skeptical of people who believe they can divine the vineyard a bottle came from by taste alone. There definitely are, however, differences among wines. Whether or not the price reflects these differences, it's not wrong to have preferences. Two years ago I went to a coffee tasting. At one point, the brewer handed everyone two marked cups of distinct coffees. He described the two by flavor profile, but didn't say which cup was which. After everyone had a taste, he quizzed us by straw poll. Almost everyone correctly identified which cup matched which profile (they were very distinct beans), but people's preferences fell 50/50. Afterwards, he revealed that the price/lb difference between the two cups was about $90. There are also good reasons for these price differences. Ethiopian coffee beans are highly regarded, but are also often priced highly because the supply and export of these beans, due to political reasons, is volatile. I don't think you were implying all wine is the same :) I just wanted to make the point that nobody should begrudge themselves a good cup of coffee, wine, beer, etc. Never trust the price tag, be skeptical of consumer ratings, but do trust your taste buds and drink what makes you happy!