And how do you measure the quality of a wine?
One poster above was attempting to qualify this by stating the price. That goes against your main idea that price is not an automatic proxy for quality. And then further - how do you tell a quality of a wine is fit for Business and/or First? What is the threshold? Or is it one of those nebulous things like freedom (i.e. it's hard to define precisely, but it is easy to judge when you don't have it)?
If you can't tell two wines apart from each other, but they both taste high quality, would you care how much they cost, be it cheap or expensive?
I suppose it's inescapable that we are creatures of materialism. We are more likely to believe someone wearing a suit compared to civvies. If a sparkling white isn't from Champagne, it's not fit to drink.