Honesty Day was made the last day of April because the first day of the month is about lying--April Fools Day. When it comes to buying wine let's be truly honest here.
We all do this when wine shopping. Let's be honest.
- When looking for wine we fall for the shelf talker tag that says "the store's wine buyer loves this wine" or "this wine is from the famous region of ..."
- If we see two similar wines on a shelf and one has a tag saying "this wine got 90 points" then that's the one purchased.
- If we see two similar wines on a shelf and one has a cork and the other a screw cap we'll buy the one with a cork.
- If one has a cuter label than the other do you buy the cute, fun one or the "serious" one? It depends on your mood, I suppose.
- If there are two similar Chardonnays and one is the Kendall-Jackson we know so well we'll buy it again instead of taking a chance with the one from someplace called Santa Maria Valley.
- If there are two similar wines we get the one with the biggest punt (the indentation in the bottom of the bottle).
- If there are two similar wines we get the one with the longer cork.
- If we're picking up a bottle to take to someone's house for dinner we are shopping price first and not worrying about whether it's a good match for the meal. That is, if it's for a casual acquaintance or a relative we're going cheap, if it's for the boss or someone we think is a wine expert we want to go expensive.
- We buy cheap wine because we don't think the others will know the difference.
- We buy expensive wine to show off--or at least make an impression.
- We are all intimidated by the wine steward in a nice restaurant because (we believe) they know more about wine than we do. So we let them talk us into a wine before we've chosen our food.