Both Greta and I are big wine fans. Despite Jonah’s recent extremely popular post, I, at least, believe that I can tell the difference between good and bad wines. I’m still convinced that a good wine is more than just an attractive label (though I’m a sucker for labels with Zinfandel puns like “Zen of Zin” or “Amazin”). That said, the research suggesting that labeling has a lot to do with wine preference is also quite convincing.

Several studies suggest that we expect to prefer wines from certain vineyards or regions, and in many cases wine drinkers will actually rate the identical wine higher when it’s presented in a fancier bottle. These results apply not only to wine, but to a variety of foods. Restaurateurs have known this for years, placing special emphasis on the presentation of the food in addition to the actual preparation and ingredients.

So if presentation matters, then perhaps the presentation of wine could actually affect the taste of the food it’s served with. This is the premise of a study by Brian Wansink, Collin Payne, and Jill North.

In their first experiment they served 49 graduate students cheese and one of two types of wine as they arrived at a reception. The wine — in both cases the identical cheap Cabernet — was served in bottles labeled as being from California or North Dakota. Prior to drinking the wine, they rated its expected tastiness on a scale of 1 to 9. After sampling both wine and cheese, they rated both of them for actual taste. Here are the results:

Read the rest at:

http://scienceblogs.com/cognitivedaily/2009/12/wine_and_taste_wine_labels_als_1.php