UK study: Expensive and cheap wine taste the same to most people

In a blind taste test, volunteers were unable to distinguish between expensive and cheap wine

An expensive wine may well have a full body, a delicate nose and good legs, but the odds are your brain will never know.

A survey of hundreds of drinkers found that on average people could tell good wine from plonk no more often than if they had simply guessed.

In the blind taste test, 578 people commented on a variety of red and white wines ranging from a £3.49 bottle of Claret to a £29.99 bottle of champagne. The researchers categorised inexpensive wines as costing £5 and less, while expensive bottles were £10 and more.

The study found that people correctly distinguished between cheap and expensive white wines only 53% of the time, and only 47% of the time for red wines. The overall result suggests a 50:50 chance of identifying a wine as expensive or cheap based on taste alone – the same odds as flipping a coin.

Richard Wiseman, a psychologist at Hertfordshire University, conducted the survey at the Edinburgh International Science Festival.

“People just could not tell the difference between cheap and expensive wine,” he said. “When you know the answer, you fool yourself into thinking you would be able to tell the difference, but most people simply can’t.”

All of the drinkers who took part in the survey were attending the science festival, but Wiseman claims the group was unlikely to be any worse at wine tasting than a cross-section of the general public.

Read more …

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~ by tallhorsewines on April 14, 2011.

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