I do not know Goldstein or Herschkovitz. Neither have I read this book. I can say, however, that I do not agree with their premise as you explained it.

All wines are marketed. If not "lifestyle", then in some other way and under another strategy. The marketing might not be apparent to the consumer, either; it might be focused primarily on other levels of the system. As you said, Two Buck Chuck is marketed in a different way from Dom Perignon…but it is still marketed.

And more and more I see less and less differentiation on price as the arbiter. I certainly would never assign an arbitrary prohibition on either $15+ or good distribution on selecting my wines. Those criteria are nothing more than succumbing to a specific marketing strategy anyway!

I'll look around for this book, Evelyn…but I don't think I'll spend my dollars on it (is it widely distributed and under $15 :^}).

Hoke