.....what price point might tempt you to bring home a Pinot for dinner rather than a Merlot or other light(er) drinking red? I'm mostly directing this to the more rookie wine drinkers out there.

I will be growing Pinot for a winery that plans to launch a bargain ($5-7) bottle to get into the Pinot craze going on right now and I'm wondering if they (the winery) might actually be overestimating their market at this lower price point. I'm wondering if Pinot, being sort of a sophisticates wine, might not be that successful in the fighting varietals market dominated by merlot and chard.

Anyway, would you buy a $5 Pinot with a CA label over a $5 Merlot with same orgin?

Thanks