Half bottles of Ernest Rapeneau are going for $11 or so at Trader Joe's. I picked one up a few weeks ago; haven't had the chance to enjoy it. I totally agree this is not the price point you're aiming for in F.

I didn't always love the Chase's Choice but at least I thought around that time he was putting some effort into finding interesting wines (in J anyway). AA's J product catches a lot of flack and I don't think it's always deserved. The seats are really good, IFE also good, and the food is not the worst I've had in J. But the wines (especially lately) have been really subpar compared to other airlines. I'm no major connoisseur but in the $20-40/bottle range you can find plenty of decent wine. This seems like a fairly inexpensive way to increase the premium cabin experience.

But the above mostly relates to J. AA hasn't been seriously differentiating F for a while so in some respects it's hard to believe F held on as long as it did.