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# What I'm Reading
- URL: https://bevnews.net/what-im-reading-39/
- Published: 2026-09-29T07:44:27.000Z
- Updated: 2026-09-29T07:44:27.000Z
- Author: Joel Whitaker

### [‘We just lost margin’: cheaper fine wine failed to bring more diners to Hide](https://www.thedrinksbusiness.com/2026/09/we-just-lost-margin-cheaper-fine-wine-failed-to-bring-more-diners-to-hide/?utm%5Fsource=Afternoon+Brief&utm%5Fcampaign=0c361c2fd2-EMAIL%5FCAMPAIGN%5F2026%5F09%5F28%5F09%5F20&utm%5Fmedium=email&utm%5Fterm=0%5F-0c361c2fd2-587960459)

Hide and Hedonism Wines founder Evgeny Chichvarkin has revealed that reducing the premium on fine wine failed to attract more customers. Speaking at The Drinks Business Conference, he suggested restaurant mark-ups may not be the main reason fine wine consumption is falling. (Drinks Business) 

### [NAPA Explains NAPA. It Doesn't Help.](https://winexmagazine.com/napa-explains-napa-it-doesnt-help/?utm%5Fsource=Afternoon+Brief&utm%5Fcampaign=0c361c2fd2-EMAIL%5FCAMPAIGN%5F2026%5F09%5F28%5F09%5F20&utm%5Fmedium=email&utm%5Fterm=0%5F-0c361c2fd2-587960459)

Napa County explained its winery rules in federal court. Somehow, even the crackers got complicated. (Wine X)

### [Canada’s Booze Boycott Is About to Backfire](https://agrifoodanalyticslab.substack.com/p/canadas-booze-boycott-is-about-to?utm%5Fsource=Afternoon+Brief&utm%5Fcampaign=0c361c2fd2-EMAIL%5FCAMPAIGN%5F2026%5F09%5F28%5F09%5F20&utm%5Fmedium=email&utm%5Fterm=0%5F-0c361c2fd2-587960459)

We took American booze off our shelves. Now Trump is closing the border to ours on September 29\. Guess which country has more to lose? (Agrifoodanalyticslab)