I do enjoy asking a room full of finance professionals what makes something worth its price.
At a recent tasting for Lincoln International at the Farm Shop in Mayfair, we explored a question I’m asked a lot: what actually makes wine expensive?
Region, scarcity, producer reputation and production methods all play a part. But before getting into all of that, I wanted guests to taste the wines without knowing the prices.
We started with Louis Roederer Collection 246, followed by Meursault Clos de Mazeray Monopole from Domaine Jacques Prieur and Travaglini’s Gattinara Riserva. Some lovely bottles to spend an evening with.
Then came the blind finale: two Pinot Noirs, one from Oregon and one from Burgundy. Drouhin Cloudline 2022 at £71, alongside Domaine Faiveley’s Gevrey-Chambertin 2023 at £140. With the labels hidden, guests had to guess the region and price, and consider what might justify the difference.
Would you spot the more expensive one? And even if you did, would it be the one you wanted another glass of?
That’s the bit I love. You can know absolutely nothing about Pinot Noir and still have a very definite opinion about what’s in your glass. I want to hear it, and so does the person next to you who’s chosen the other wine.
It gives people something to talk about beyond what they do for work, which is a lovely starting point for a client or team evening.
