A professor's passion for wine transcends everyday drinking
Issue: December 15, 2001
About 20 years ago, Stephen Gendzier walked into a wine store and inquired about the price of one case of wine. Curious, he asked what the price for three cases would be. He upped the ante to five cases and saw that as his quantity increased, the bottom line decreased.
For the full article, check out the new issue of Wine Spectator, on newsstands December 15, 2001.