plays a game with his wine-marketing classes at Napa Valley College. The students, most of whom have several years' experience in the industry, are asked to rank six wines, their labels hidden by-a nice touch here-brown paper bags. All are wines Wagner himself enjoys. At least one is under $10 and two are over $50. Over the past eighteen years, every time, he told me, the least expensive wine averages the highest ranking, and the most expensive two finish at the bottom.
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.
