Charles Sturt U researcher Eddie Oczkowski finds that different names for pretty much the same sort of wine can command a premium. A bottle labelled syrah can sell for 27 per cent more than a shiraz, although the two are “acceptable synonyms”. The same for pinot gris (14 per cent pricier than pinot grigio) and fume blanc, 9 per cent higher than sauvignon blanc. Professor Oczkowski says “there is an expectation amongst winemakers and some consumers that there are stylistic differences between the alternate names. However, there’s evidence in blind tastings to suggest that these differences may not always be apparent.” CMM just buys the pretty labels.