Recorded in February 2022, a Brigadoon Monthly Call with Joe Fattorini.

Joe is Managing Director + Behavioural Science Lead @ PixWine and known around the world as "Obi Wine Kenobi", the expert presenter on The Wine Show.

Between researching his MPhil on Food & Religion and teaching Structuralist Food Theory and Hotel Valuation Models, Joe wrote the world’s first textbook on selling and marketing wine in restaurants. A book still used in universities over 20 years later.

In 2016 he was a nominee for the Wine and Spirit Education Trust Outstanding Alumni Award. This is a new annual accolade to celebrate a WSET Diploma graduate who is notably contributing to the industry.

You can follow Joe on Instagram here.

Shownotes:

Obi Wine Kenobi runs Marathon du Médoc.  

PixWine: Pix is the world's first wine discovery platform with a simple matchmaking mission: to pair people with bottles that bring them joy.

Wine choice is situational: "Middle-aged English businessmen, their palates apparently changed at Waterloo Station."

Stated preferences vs. Revealed preferences

Social capital is "the networks of relationships among people who live and work in a particular society, enabling that society to function effectively." In The Forms of Capital, Pierre Bourdieu distinguishes between three forms of capital: economic capital, cultural capital, and social capital.

James Bond has saved the world and beaten the bad buys because of his wine knowledge.

James Bond: The wine is quite excellent. Although for such a grand meal, I would have expected a claret.

Mr. Wint: But of course. Unfortunately, our cellar is poorly stocked with clarets.

James Bond: Mouton Rothschild IS a claret. And, I've smelled that aftershave before, and both times - I've smelled a rat.

-- Diamonds Are Forever

Read: Causality: Models, Reasoning, and Inference - Judea Pearl

"A lot of people aren't looking for the best wine; they are looking for the guaranteed not shit one."

Binge-watching Netflix for a living: How a Netflix tagger helps you discover new shows: The good, the bad, and the boring kids' stuff of metadata analysis for a streaming service. Toms Guide

The most magical place on Earth: Inside the great NBA bubble experiment. GQ - Taylor Rooks

What is mimetic theory? COV&R

Read: Wanting: The Power of Mimetic Desire in Everyday Life - Luke Burgis

Explore vs. Exploit

How people decide what to buy lies in the 'messy middle' of the purchase journey Google

Google's new 'messy middle' — what's it all about? Nick Barthram

Monty Python: The upper-class twit of the year YouTube

Veblen good: Type of luxury good for which the demand for a good increases as the price increases, in apparent (but not actual) contradiction of the law of demand, resulting in an upward-sloping demand curve. The higher prices of Veblen goods may make them desirable as a status symbol in conspicuous consumption and conspicuous leisure practices.

The Theory of the Leisure Class: An Economic Study of Institutions (1899) is a treatise of economics and sociology written by the Norwegian-American economist and sociologist Thorstein Veblen.

The 1855 Bordeaux Classification: The ranking system put in place by Napoleon III still influences today's market. Wine Spectator

Decanting the meteoric rise of Whispering Angel: Sacha Lichine teaches us all to embrace La Vie En Rosé. Gentleman's Journal