You are in:
- Contents » Colour Supplement
Uncorked
The California Istitute of Technology has a sound reputation for teaching applied science. And now, wine tasting sessions may be considered a new speciality at this university.
This week researchers asked twenty-one volunteers to sample different bottles of Cabernet Sauvignon and note their preference.
The only information given was the price of the wine -but in a number of cases they were not told the real price.
In one case, the volunteers were given two identical red wines to drink and were told that one cost much less than the other.
The majority of participants described the "higher priced" wine as more "enjoyable".
The researchers managed to pass off a $90 bottle of Cabernet Sauvignon as a $10 bottle and presented a $5 as one worth $45.
Basically, the experiment proved that if the person believed it to be more expensive it was better.
Wine expert Jancis Robinson (known to this correspondent as a friend) says: "At least seven years ago I was told by a sommelier at a top restaurant in California that he couldn't sell wine that was priczd under $100 a bottle. He was able to sell the same wine when he raised the price to more than $ 100".
In Vino Veritas!
