|There is an abundance of opinions that will tell you the right wine to drink to match the season, the food and the colour of your shirt.
But how much do people really know about wine?
In 1976 a British wine merchant organised a wine tasting to prove once and for all the superiority of French wine. It is now popularly known as the “Judgement of Paris”. The expert judging panel was pro-France too with 9 experts from France and 1 each from USA and UK. To their collective horror, in a blind taste test the experts ranked a Californian wine as the best in both the red and white wine category.
In 2001 French acedemic Frederic Brochet offered the same wine in two different labels – once as a cheap table variety and once as an expensive grand cru. His subjects described the grand cru in flowery terms and the table variety as weak and flat. It was the same wine.
Cut to 2011 where a British psychologist, Richard Wiseman, ran a simple experiment. He bought a lot of wine priced between $5 to $50 and then asked 600 or so participants of a conference to say which one was more expensive. The experiment was run double blind – neither the person offering or the one drinking it knew which wine they were drinking. People could pick the expensive wine only 53% of time. Coin flip, anyone.