In a playful exercise at Napa Valley College, a wine-marketing instructor, Wagner, engages his experienced students by having them rank six wines without knowing their labels, which are concealed in brown paper bags. This activity aims to challenge the students' perceptions of quality based on price, as all wines selected are ones Wagner personally enjoys, showcasing a variety that includes both affordable and premium options.

Wagner has observed a consistent trend over the past eighteen years: the least expensive wine typically receives the highest ranking, while the more expensive selections often fall to the bottom of the list. This highlights an interesting phenomenon within the wine industry regarding consumer preferences and the influence of price on perceived quality.