Turns out there is accounting for taste... October 04, 2026 Presented By Andria Lo Editor’s note Good morning. In today’s newsletter, we’ve got a little treat for you. Usually, you’d have to shell out big bucks or travel to enjoy the delicacies we’ll be digging into this morning, but we’re delivering them straight to your inbox. So, feel free to gorge on these stories about gastronomic luxuries, from caviar, truffles, and Champagne to even more exotic—and in some cases even illegal—culinary offerings. ROE-VOLUTION Is caviar losing its status as an elite delicacy? Chicken nuggets with caviar on top. McDonald’s You haven’t really experienced luxury until you’ve sliced open a sturgeon and smothered a potato chip in its beady little unfertilized eggs. And yet, the high-end delicacy caviar is currently facing an identity crisis, as Chinese caviar floods the wholesale market and direct-to-consumer retailers, fast food chains, and even a sweater company get their hands on the once-rare topping. But first, some history. Caviar wasn’t always so hoity-toity. It used to be so cheap and undesirable in the US that bars in the 1800s would serve the salty morsels for free, like peanuts or popcorn. By the turn of the century, however, caviar’s luxury status in Europe and Russia started to spread to the States—and so did demand. Sturgeon, which produce the eggs used in caviar, were overfished worldwide, especially in the Caspian Sea. By 2006, bans from the US and the United Nations had effectively halted the import and export of wild-caught caviar. The industry goes DIY Following the ban and the depletion of wild reserves, caviar suppliers had to pivot from fishing to farming, building massive sturgeon operations. But that led to its own problem: Sturgeon can take decades to mature and produce eggs—and they’re the ultimate diva of the fish world, requiring highly specific water temperatures. Only a few producers globally could do it, making caviar even rarer and more expensive. Along came China: In the 1990s, the Chinese government decided to become the ultimate purveyor of fine fish products, investing heavily in its sturgeon aquaculture setups (among other delicacies, like foie gras, cherries, and macadamia nuts). In 2012, China made up about 14% of the global caviar market. But by 2024, it was the largest supplier of the fancy treat, accounting for 43% , according to a Financial Times analysis of International Trade Centre data. Enter the new guys. With massive amounts of Chinese caviar flooding the US markets, wholesale prices have dropped. That’s allowed more nontraditional vendors to start hawking the fancy treats. Last year, for instance, McDonald’s topped McNuggets with free caviar for Valentine’s Day. A whole new crop of DTC caviar brands has popped up recently, selling tins for under $200, compared with the $500+ price tag of traditional suppliers. Per the Wall Street Journal, caviar is getting so cheap “you could serve it to a toddler.”— MM Sponsored By Aura House “That smells amazing” Three words that make you feel like you absolutely nailed hosting before the drinks even hit the table. Aura House’s cold-air diffusers make your house smell like a resort hotel. The kind of first impression that gives your carefully arranged cheeseboard some competition. With no heat, flame, or water, they release a clean, relaxing fragrance that’s nontoxic and pet-safe, instantly making your space feel way more put together. Each bottle lasts 30 days , so you get consistent coverage for your whole room to last through dinner parties, surprise visitors, and all your cozy nights spent on the couch. Get 10% off with code BREW10 . Grab yours before everyone starts hitting you up for the link. EVERY DAY I’M TRUFFLIN’ Everybody digs truffles now Nicolas Cage in the movie ‘Pig.’ Neon Truffles seem to be reshaping menus faster than QR codes did in 2020. The luxury item has gone mainstream, popping up on French fries, pizza, and in hot sauces. Truffles are even the basis for a Nicolas Cage movie , Pig . And it doesn’t get more ubiquitous than Nic Cage. Underground activity: Truffles don’t grow on trees—they grow underground near their roots. They’re rare, hard to find and grow, and have a short shelf life, hence their exorbitant price. White truffles can sell for more than $4,000 per pound. Truffle shuffle: Thanks to a particularly good Italian white truffle harvest in 2015, prices dropped temporarily, opening the door for more restaurants to utilize the aromatic fungus, according to Nation’s Restaurant News. Once customers got a taste, they wanted more, even when prices went up (kind of like how streaming services work). So, if truffles are so expensive, how are they everywhere? Technically, they may not be, since many restaurants don’t actually use fresh truffles—they use truffle oil, which is often just artificially flavored cooking oil. It’s also something your favorite TV chefs probably hate.— BC bottle that The rules that make Champagne Champagne Jean-Christophe Verhaegen/Getty Images Your smart aleck friend who says “aaaaactually…” every time you call any bottle of bubbly “Champagne” is, unfortunately, probably right. French law, recognized by over 130 countries including the EU, dictates that any drink branded as Champagne must be made with grapes grown in France’s Champagne region, known for its cool climate conducive to concocting crisp wines. It must also be aged for at least 15 months and fermented in the bottle. The trade group Comité Champagne has pursued legal action against ads that even jokingly reference the word to promote products that aren’t from the region. Champagne is where it all began A local 17th-century monk with the now-famous name Dom Perignon developed the signature taste by corking wine for in-bottle fermentation and using refined grape material. Protections for the fizzy libation have been around for over a century: Champagne winemakers were popping bottles when the 1891 Treaty of Madri