You're at the store with two pieces of cheese in your hand. They are equal in size. They are the same price. One is Grana Padano the other is Parmigiano Reggiano.

You'd buy the Parmigiano right? The king of cheeses, why not go for the best? But think for a second. These two pieces of cheese are the same price. That means you're probably getting top-of-the-line Grana Padano, while the Parmigiano is almost certainly mass produced and on the lower end of the Parmigiano spectrum. Do you want to pay for the name or the cheese?

You're at the store with two bottles of wine in your hand. They are equal in size. They are the same price. One is cabernet sauvignon the other is syrah.

You'd buy the cabernet right? The king of wines, why not go for the best? But think for a second. These two bottles of wine are the same price. That means you're probably getting top-of-the-line syrah, while the cabernet is almost certainly mass produced and on the lower end of the cabernet spectrum. Do you want to pay for the name or the wine?

Grana Padano and Parmigiano Reggiano are the same type of cheese. While at its pinnacle many connoisseurs consider Parmigiano the ultimate expression of this style of cheese, there are many passionate producers and consumers of Grana Padano that would take exception with their position.

One thing I've learned is that dollar-for-dollar you get better value for Grana than you do with the more famous Parmigiano. Often it's a far better choice to buy the most expensive product with a less famous name than the lowest price product with a more exalted name.

I apply the same strategy to buying wine. If I have $30 to spend cabernet sauvignon, pinot noir and chardonnay don't even enter my mind. My thoughts go to gamay, syrah, tempranillo, aglianico, vermentino, chenin blanc and on and on. Today it seems the choices are limitless.

Like the Reggiano cheese place name, many wine appellations get bonus points for name recognition that spot them extra dollars on each bottle over their competitors. When you buy wine from a famous place name you pay a premium for that privilege. Is it worth it? Sometimes yes. There are experiences you can get from Bordeaux, Burgundy, Barolo and Napa that are truly sublime. But with the $30 I want to spend, sublime will not be found in those appellations. You can find extraordinary wine experiences on a budget if you're willing to go beyond these famous place-names. Think El Dorado, Mendocino, Rogue, Sablet, Madiran, Languedoc, Corsica, Sardegna, our own Applegate Valley and, as with the varieties, the options go on and on.

Never in the history of wine has it been easier to drink great wines without spending a fortune. Next time you're in a wine shop hold that bottle of cabernet in one hand and a different wine from a place or variety you don't know in the other and ask yourself what you want to pay for - the name or the wine?