There are taste difference, brand prestige and story differences, and scarcity. The most extreme examples of this would be in burgundy where laws from a few hundred years ago ranked the value of very small and fractured plots of land and it’s been memed into the best wine in the world so you have the prestige of this ancient law, the scarcity of these small plots built in, and a region that is good but not my favorite selling the most expensive wine in the world.