Wine is a subject obscured by myths, and in “Myths Challenge Industry Growth” (Wines & Vines February 2012 issue), Paul Franson provides a very useful service by highlighting several egregious examples. The suggestion that “the wine business” is the guilty party is itself a myth—or, at the very least, an oversimplification of a far more complex phenomenon. The origins of the myths Mr. Franson rightly decries are far more nuanced, and many involve perceptions and actions of trade and consumer alike. Journalists as well should plead mea culpa for endorsing certain myths.

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