I just threw up in my mouth

What does he do if the wine's just okay? Going "eh" doesn't sell much wine.
So every freaking bottle he sells has to sound like the best bottle ever.
I suspect Terry Thiese, Rudi Wiest, Joe Dressner, Neal Rosenthal and Kermit Lynch have similar problems. I wonder how they handle bottles that just "eh."
 
Terry Thiese is pretty upfront about what he thinks about a given wine in his catalog. He makes the case for a wine, but doesn't oversell it.

Neal Rosenthal adjusts the price point for releases in weaker vintages, etc.

Kermit closes it out in FLA.
 
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