I think that, by comparison with $2,000 bottles of grand cru Burgundies, first-rate barolos, which sell for under $100, are undervalued ten-fold.

I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating to the customer what the ambition of their restaurant is. Not only the typeface and the design, but what is it printed on? Is it cheap-looking? Is it the right kind of paper for that restaurant?

I think landscape photography in general is somewhat undervalued.

My grandparents in Istria had a frasca, which is about the most basic kind of grocery/restaurant. They sold wine from their own vineyard. I took control of the vineyard, hired a local winemaker, and bought another winery in 1996. We had our first commercial vintage in 1998.

I would probably go for the upper end of this. I think really that the whole group is undervalued.

Selling wine is all about sizing people up, and it takes a certain amount of chutzpah. The tableside bottle sell is a very funny thing - you take a look at the guy's blazer, what kind of shoes he's wearing, what kind of broad he's with. Is he trying to be a hero?