I recently read a good article by Vinepair. From our perspective it is great to see industry turn its attention and efforts towards consumer driven wine. But many of the approaches being used, in our opinion, still fall short. The article offers a real example of why asking people questions, to drive what wines to ship to them, does not work as well as one expects from the theory. Not even by analyzing one’s DNA would this objective be achieved. Because palates evolve over time, rendering the reliability of the initial analysis unreliable over time.