Often this has to do with adjacencies, or what’s right next to something else in the store. The perfect bottle of Burgundy for them, the perfect bottle of Beaujolais for me. While indulgent, I don't think this is such a bad thing, especially when it comes to that last example of shopping for wine. But be forewarned: while finding the right wine for the people on your list, it’s very easy to be overly influenced by the right wine for you. They want to know "what's next," what's coming down the pipeline, what's new and emerging and unusual.

Source: Forbes December 14, 2018 10:30 UTC