Problem
Topic: Absurd Valuation!
Check out this recent ad at a top-notch Washington DC wine store:
2009 Château Cos d'Estournel - St-Estèphe
One of the greatest young wines I have ever tasted, the monumental 2009 Cos d'Estournel has lived up to its pre-bottling potential. A remarkable effort from winemaking guru Jean-Guillaume Prats and owner Michel Reybier, this blend of 65% Cabernet Sauvignon and the rest Merlot (33%) and a touch of Cabernet Franc (2%) was cropped at 33 hectoliters per hectare. It boasts an inky/black/purple color along with an extraordinary bouquet of white flowers interwoven with blackberry and blueberry liqueur, incense, charcoal and graphite. The wine hits the palate with extraordinary purity, balance and intensity as well as perfect equilibrium, and seamless integration of tannin, acidity, wood and alcohol. An iconic wine as well as a remarkable achievement, it is the greatest Cos d'Estournel ever produced. It is approachable enough at present that one could appreciate it with several hours of decanting, but it will not hit its prime for a decade, and should age effortlessly for a half-century."
100 points -- Robert Parker, The Wine Advocate
Regular price $449.00
SALE! $399.00
What strategies do you see employed here to get otherwise intelligent folks to pay $399 for ONE BOTTLE of wine and not even care?