I think it's unfair to compare U.S. consumption with that of Europe. It is a much larger part of the culture to casually drink a glass of wine with, let's say lunch, than it is to do so in the U.S. Because of this, it makes sense that Europeans don't place too much social stock in high quality, expensive wine when providing for guest. As an American, I drink wine typically on special occasions or nice, intimate dinners.. so of course I'll shell out a little extra because it's part of the sentiment.
