I know many people who will seek out, and pay a premium for organic produce, free range eggs, grass fed beef; maybe they belong to a CSA, know the name of their farmer and have a “hug a farmer” bumper sticker on the back of their car. Despite this general elevated awareness regarding food and farming, these same people often think nothing of buying a bottle of poorly made, cheap industrial wine. There is a disconnect here which I don’t entirely understand, though I have some ideas. It’s true that wine has a certain high society element associated with it, and not wanting to appear “snobby,” these folks pride themselves on drinking Two Buck Chuck out of a jelly jar. If they had any idea what went into the making of that wine, they would throw it out as quickly as they would a liter of Diet Coke or a package of Twinkies.