Wine Taste: Status, Image, and Actual Flavor

by jordan | May 8, 2008 at 10:29 am | 95 views | add comment

Is expensive wine better than cheapo plonk? Depends on what you mean by "better"...
Flavor?
Status?
Cool factor?
Pretty label?
All or some of the above?
Wine consumers' decisions are often based on factors other than the actual taste of the wine, and, when forced to step into the taste-test octagon, some of the pricier bottles get submitted by their cheaper opponents.
Check out the article below whilst I implore leconcierge not to come after me for poaching his subject-matter.

“Their results might rattle a few wine snobs, but the average oenophile can rejoice: 100 wines under $15 consistently outperformed their upscale cousins,” the article exulted.

Two caveats are in order here. First, it turns out that the results of the tastings are more nuanced than the Newsweek article let on. In fact, the book shows that what appeals to novice wine drinkers is significantly different from what appeals to wine experts, which the book defines as those who have had some sort of training or professional experience with wine. The experts, by the way, preferred the Dom Pérignon.

When in doubt, apply science and bust out a study. In this case, survey tasters' response to factors other than taste.

The researchers scanned the brains of 21 volunteer wine novices as they administered tiny tastes of wine, measuring sensations in the medial orbitofrontal cortex, the part of the brain where flavor responses apparently register. The subjects were told only the price of the wines. Without their knowledge, they tasted one wine twice, and were given two different prices for that wine. Invariably they preferred the one they thought was more expensive.

“Forget those blurbs about bouquets, body and berries,” one newspaper account crowed. “A meticulous new study found that the more people think a wine cost, the more they like it. And the less they think it cost, the less they like it.”

Big surprise. Sommeliers all over know that the hardest wine to sell in a restaurant is the cheapest bottle on the list. “Yeah, clients don’t want to be embarrassed in front of a date, so they don’t order the cheapest wines,” said Fred Dexheimer, the wine director of the BLT restaurant group. The fact is, the correlation between price and quality is so powerful that it affects not just our perception of wine but of all consumer goods.

“It’s not just about wine, it’s about everything!” said Prof. Dan Ariely, a behavioral economist at the Massachusetts Institute of Technology[...]