Mark explores these questions with Orley Ashenfelter, head of the American Association of Wine Economists and publisher of the Journal of Wine Economics, who has dealt with a number of controversial topics in a scrupulously scholarly fashion. On Bizarre Beverage News, Mark recounts his favorite story connected with Ashenfelter’s organization: how a researcher concocted a phony restaurant in Milan, wrote a wine list filled with low-rated selections, submitted the list and won the Wine Spectator’s Award of Excellence.

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