Stereotypes are unhelpful. Much like (wine) labels

Søren Kierkegaard claimed “Once you label me you negate me.” Which tells us he'd have been a terrible wine marketer.

Do you choose wine because you like the label? Don’t worry, you’re in good company. 82% of us do. And yes, by “us”, I mean I do too.

I’m never quite sure why people apologise for doing this. “Oh you must think I’m awful, I just buy the one with the nicest label”. Don’t apologise. That’s like apologising for thinking the 9/11 attacks were perpetrated by t…