Some winemakers and enthusiasts believe that the moon affects the way wine tastes on a particular day. They think that wine tastes better on so-called "fruit" days—those days in the lunar calendar when water and saps rise—as opposed to a "root" day, when they fall. "The more we investigated, the more we found the calendar to be accurate," says Doug Wregg, Les Caves de Pyrène's director of marketing and sales. "Wines that smelt and tasted great on fruit or flower days were noticeably less attractive on leaf or root days. I agree that there are other variables that need to be taken into account, but it's a bit like Pascal's Wager and whether or not you believe in God. You've nothing to lose by following it."