To taste wine, don’t peek first
February 25, 2011
Catherine Rabb, an instructor at Johnson & Wales University in Charlotte, wrote recently in Raleigh’s News & Observer that she once went to a tasting where the instructor poured two wines after everyone was seated.
As he poured, the audience couldn’t help but notice that the price stickers were still on the bottles. One bottle was $20, and the other was $100.
As all of them oohed and aahed about the pricey bottle, he revealed that he had played a trick on the class: Before they arrived, he switched the contents of the bottles.
What a powerful lesson about expectations and perceived value. Rabb notes that she honestly can’t remember which wine really did taste better on the second taste, but she’s never forgotten that experience.
How can we avoid being influenced by famous names and big sticker prices?
Professional tasters evaluate wines “blind,” meaning the bottles and labels are hidden and you have no idea what is in the glass. The pros use this when judging wines for magazine reviews or competitions.
It really forces you to think about what you taste, without any preconceived notions, and evaluate what is actually in the glass.
Read more: http://www.newsobserver.com/2011/02/20/999175/to-taste-wine-dont-peek-first.html#ixzz1Ev5OBMbZ
