Refusing to try something new
You’re a wine novice for a reason. You probably have your favorite winery and you stick with it. It’s most likely a place that’s close to you, one you’ve visited, or one that a friend told you about. “Whenever you have a chance, pop more than one bottle,” Smith says. “Taste the wines side by side, and the unique characteristics of each will be amplified.”
Instinctively grabbing the most expensive bottle
It’s a safe assumption whether you're talking about wine, cars, or sneakers, that people hold one equation dear: price = pleasure. “Obviously, wine is a finite commodity, so the one thing that truly drives price is supply and demand,” says Micah Clark, sommelier at Steak & Whisky in Hermosa Beach, CA. “But, I'd bet that you can get equal amounts of enjoyment between a $10 and a $100 bottle -- it's all about context.”
Sticking to the most popular style
People want to try whatever’s hot at the moment. Whether it’s pinot grigio, riesling, shiraz, or any number of different styles, people tend to grab a bottle of whatever their friends are talking about. “Wine is a lot like fashion -- it's simultaneously completely subjective and driven by seasonal trends,” Smith says.
There is a funny phenomenon in wine sales. “Guests want to seem more familiar with wine than they really are,” Vaughn says. “They will often throw around wine terms they barely understand and then settle into something familiar, that I often suspect they only nominally enjoy, instead of asking questions.”