The value of wine exchanged yearly between consumers, connoisseurs and collectors—the secondary market—has quadrupled to $4bn since 2000, says Justin Gibbs of Liv-ex, a wine-trading platform. He reckons that just 15% of those buying wine on his website are doing so to drink it. The rest see it as a store of value.
Annoying, isn’t it? But we all tend to a naive idea of value. Especially when we think about pricing drugs.