When I pair food and wine I start with the food. If I have a beautiful roasted bird I might choose a Cabernet or Pinot Noir or maybe a Syrah depending on the sauce and what is in my cellar.

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One thing that hasn't changed though is that we still have to hear the new ad 2 or 3 times before it begins to affect us even when we're already familiar with the advertiser in question and have a positive opinion of them.