I am an old dude, and I've been around the block a few times. That is to say I'm not totally naive and ignorant of the world around me. Here's something you young-uns and 9-to-5'ers might want to look into. I know you all spend some modicum of time at your local supermarkets, and more specifically dally some bit in the wine Isle, so next time ya do, keep this Lil bit in mind.
Your store most likely displays its wine inventory by region, that is to say a section for California wines, a Section for New York Wines, and a section for Imported wines. Then within each of those sections you will find it broken down by price as follows. (this is where it gets interesting). Your standing there looking at the shelves of wine right---in the middle, maybe just below eye level are the brands you usually make do with. the medium priced stuff. Now just above this line of view, on the next shelf UP, one can gaze at the more expensive stuff that the better off crowd gets to drink. and if ya look again at YOUR middle shelf, and then look below it, you will find the cheaper stuff---you know the stuff ya might buy cause your giving a large party and want to save a few bucks on wine----Its. all very psychological, you have to reach UP for the good stuff, and bend down to get the cheap stuff.-----and you KNOW other customers are watching ya to see what YOU are buying-----uh-huh, told ya it would be interesting.
By the way, the very say psychological placement of food items on the other food isles of the store is done the same way-----If like me your on fixed income and need to watch your budget, a shopping trip to the store can be a real back breaker---literally.