What another five dollars actually buys, at each step.

1. Under $12

   Made at industrial scale, usually fine, occasionally very good. Nothing here is embarrassing and none of it will surprise you.

   Buy this when the bottle is a vehicle for a barbecue.

2. $15 to $22

   The step where a real place, a real grower, and a real decision start showing up in the glass. Nearly everything worth drinking regularly lives here.

   This is the shelf the shop is named after and most of what we stock.

3. $25 to $30

   Smaller production, more particular. Better, but not twice as good as the twenty dollar bottle — the curve flattens hard here.

   Worth it for something specific. Not worth it as a default.

4. Over $40

   Almost always paying for scarcity and reputation rather than for how it tastes. We stock a handful for people who want them and we will say this to your face.

   Buy it because you want that particular bottle, not because it is dearer.

There is no discount here for buying more, and there never will be. Buy one bottle. If it was good, come back.