“Why Do You REALLY Like That Bordeaux?”

This piece, from Obi Wine Kenobi himself (aka Joe Fattorini), is really worth a read to find out why American wine drinks arguably prefer bigger, riper wines while Europeans… don’t.

The answer? Heuristics.

When you read his stuff, it’s easy to see why Joe was recently named Wine Communicator of the Year. It’s not just his knowledge of wines, grapes and winemakers, it’s his ability to make Freakonomics-like connections between things entirely unconnected to wine and, well, wine.

When I had lunch with him recently, he had me thinking about not only the subtle triggers restaurants use to encourage us to buy (more) wine, but also the psychology of the wine list itself, and the social pressure it brings with it.

Even so, connecting evolutionary psychology with our choice of tipple is rather inspired. I can’t help thinking that there might be a book in it.

Over to you, Joe.

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