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This article is about wine, dining and enchantment. The purpose is to show how the wine and food‐service industries use theories of enchantment to sell their products in a competitive market. The goal of this article is to give restaurant managers an insight into these types of theories, which takes examples from society and culture, from history and from the world of Disney. The conclusion of this article shows that customers are willing to pay a premium price, if one is clever in utilising enchantment concepts, in wine and dining products and experiences.