(Mashable) - Unlike the latest gadget, wine is not launched in intervals, with updates from 5 to 5S, or PS3 to PS4. It's not the latest iteration, but rather, the old wine that is better. Instead of coming from heavily marketed brands, good wine often comes from tiny wineries in California with little to no mainstream name recognition. By definition, mass producing wine lowers its quality. Enjoying wine is also an expensive sport. To add insult to tragedy, the ability to enjoy the more expensive wine is an acquired taste. Madeline Puckette, a certified sommelier who runs wine education site Wine Folly explains that as a wine drinker develops his or her palate, preferences will veer towards the more complex Old World wines. Wine, with its enthusiastic and perhaps elitist consumer base, has lived quite comfortably in its small niche on the Internet. But one company, Lot18, sees the opportunity in appealing to mainstream wine drinkers who perhaps work around a tighter budget.