Pieter Colpaert

A little less drastic, but they just started experimenting with storing bottles deep in the ocean. They've submerged 350 bottles of their champagne in that same area of the Baltic Sea where the shipwreck had been found. They say this is some kind of experiment. They want to better understand the behavior of wine under extreme aging conditions.

A little less drastic, but they just started experimenting with storing bottles deep in the ocean. They've submerged 350 bottles of their champagne in that same area of the Baltic Sea where the shipwreck had been found. They say this is some kind of experiment. They want to better understand the behavior of wine under extreme aging conditions.

And that's an experiment they're going to be running for about 40 years. Every couple of years they go, they surface a few of those bottles and then they taste and they compare them with bottles that have just been aged in like a regular cellar.

And that's an experiment they're going to be running for about 40 years. Every couple of years they go, they surface a few of those bottles and then they taste and they compare them with bottles that have just been aged in like a regular cellar.

And that's an experiment they're going to be running for about 40 years. Every couple of years they go, they surface a few of those bottles and then they taste and they compare them with bottles that have just been aged in like a regular cellar.

I mean, listen, up to you. Joe Bastianich, maybe you know him. He was on MasterChef. He's a famous restaurant owner. He's a winemaker. He wrote this memoir called Restaurant Man in 2012. And there he writes, no wine should cost more than a hundred bucks. And I think it's a little ironic because he has this restaurant. I live here in New York. He has a restaurant called Babbo.

I mean, listen, up to you. Joe Bastianich, maybe you know him. He was on MasterChef. He's a famous restaurant owner. He's a winemaker. He wrote this memoir called Restaurant Man in 2012. And there he writes, no wine should cost more than a hundred bucks. And I think it's a little ironic because he has this restaurant. I live here in New York. He has a restaurant called Babbo.

I mean, listen, up to you. Joe Bastianich, maybe you know him. He was on MasterChef. He's a famous restaurant owner. He's a winemaker. He wrote this memoir called Restaurant Man in 2012. And there he writes, no wine should cost more than a hundred bucks. And I think it's a little ironic because he has this restaurant. I live here in New York. He has a restaurant called Babbo.

Very fancy, Michelin-starred Italian restaurant. A lot of bottles on his list are selling for more than $1,000. So this is the guy telling you no wine should cost more than $100. But I think... You know, he makes a good point in the book because in the end, we're talking about fermented grape juice. Take into account the farming and the labor and the storage, what have you.

Very fancy, Michelin-starred Italian restaurant. A lot of bottles on his list are selling for more than $1,000. So this is the guy telling you no wine should cost more than $100. But I think... You know, he makes a good point in the book because in the end, we're talking about fermented grape juice. Take into account the farming and the labor and the storage, what have you.

Very fancy, Michelin-starred Italian restaurant. A lot of bottles on his list are selling for more than $1,000. So this is the guy telling you no wine should cost more than $100. But I think... You know, he makes a good point in the book because in the end, we're talking about fermented grape juice. Take into account the farming and the labor and the storage, what have you.

There's a real limit to what it costs to actually produce 750 milliliters of fermented grape juice. So that's exactly where capitalism, market forces, and then especially marketing come into play.

There's a real limit to what it costs to actually produce 750 milliliters of fermented grape juice. So that's exactly where capitalism, market forces, and then especially marketing come into play.

There's a real limit to what it costs to actually produce 750 milliliters of fermented grape juice. So that's exactly where capitalism, market forces, and then especially marketing come into play.

There's obviously, you'll find some like exceptional expensive wines, but I just don't think that a higher price guarantees you a better taste or a better experience. I mean, listen, any wine expert is going to tell you there's lots of high quality wines that are available at affordable price points.

There's obviously, you'll find some like exceptional expensive wines, but I just don't think that a higher price guarantees you a better taste or a better experience. I mean, listen, any wine expert is going to tell you there's lots of high quality wines that are available at affordable price points.

There's obviously, you'll find some like exceptional expensive wines, but I just don't think that a higher price guarantees you a better taste or a better experience. I mean, listen, any wine expert is going to tell you there's lots of high quality wines that are available at affordable price points.

I'd say maybe $20 to $30 a bottle is like the sweet spot, but then past a certain price point, whether that's $50, $100, you're really no longer paying for quality. You're paying for name, for reputation, for scarcity.

I'd say maybe $20 to $30 a bottle is like the sweet spot, but then past a certain price point, whether that's $50, $100, you're really no longer paying for quality. You're paying for name, for reputation, for scarcity.

I'd say maybe $20 to $30 a bottle is like the sweet spot, but then past a certain price point, whether that's $50, $100, you're really no longer paying for quality. You're paying for name, for reputation, for scarcity.