Wine's problem is not its taste. It's taste

Romans, Red Bull, and Kant all tell us one thing. "I don't like the taste" is a proxy for "I don't like what this says about my taste"

When you look at Wine Market Council data and you ask people, ‘what's the main reason you don't prefer wine?’ the No. 1 reason is still taste

That’s Rob McMillan of the Silicon Valley Bank last week at the launch of the bank’s annual State of the Industry report. This has led some people (although not Rob, as we’ll see) to suggest that the reason people …