This is really based on taste buds. The more taste buds they have, the more sensitive they are. Those big, bold wines are too intensive for them. It doesn't taste good to them.

Those big, bold wines are too intensive for some. A Cabernet Sauvignon red wine might be ideal for a consumer with a typical number of taste buds, but it might taste bitter for a consumer with a large number of taste buds like me.

I think one of the most boring things is a person's taste.

I'm big on what's in good taste.

It absolutely does hook with inventory. We would get a data feed of all of the wines they have in those stores and we absolutely map to their assortment.

These questions are objective and [consumers] can relate to that.