02/08/08 Wine Prices

Welcome to Vine to Wine this is your host Linda Moran. Are you able to judge a wine on its merits without having to have your opinion validated by some other entity? Most people are not. Join me on today's program as we discuss how closely price and perceived value are when it comes to selecting the wine you enjoy most. A few weeks ago I read an article in my local newspaper. It was an associated press story about a wine tasting in which tasters were asked which wine they enjoyed most. Sounds simple enough on the surface but the theory being tested was - if the taster knew how much the wine cost would it influence their appreciation of the wine? I was not at all shocked to find out that in fact it did. I never cease to be disappointed by those who want me to know how much they paid for a bottle of wine not how delicious or unique its flavors. The participants in this tasting were told they are tasting five different wines at different prices. However they were actually tasting three wines two of which are poured twice but given different price points. A ninety dollar wine was poured once with it's true price the second time with a ten dollar price tag and vice versa when a five dollar wine was poured with a forty-five dollar price tag. You guessed it, the participants claimed they liked the wine when it was ninety dollars but didn't when it was marked at ten dollars. Maybe money can't buy you true love but it can apparently by you a wine you will love. Remember to send your wine questions to Linda at vine to wine dot net and thank you for joining me on today's Vine to Wine.