But the salespeople said there was no interest. Donaldson acknowledged that the wine storage market was unique, and that more of the wine-room business came from the West Coast and Florida. It is never wise to generalize about wine enthusiasts, but the rule of thumb seems to be that people who build smaller storage rooms buy wine to drink, while those with larger rooms buy wine to show it off, or as an investment. Some people with 3,000 bottles are the drinkers. There is definitely a show-off quality to wine storage rooms.
Price can be a deterrent.
Ziskind acknowledged that many of his customers share common characteristics.