Subscribe / Renew |
|
Contact Us |
|
► Subscribe to our Free Weekly Newsletter |
home | Welcome, sign in or click here to subscribe. | login |
March 25, 2016
Q. Next time you offer a glass of cheap wine to guests, what might you tell them to enhance their sipping pleasure?
A. If you're okay with lying to make others happier, tell them it's a really expensive wine. First, typical casual wine drinkers can hardly tell the difference between cheap and expensive wines. Indeed, in thousands of double-blind taste tests involving hundreds of Americans and hundreds of different wines ranging from $1.65 to $150 per bottle, the assigned rankings (bad, okay, good, great) showed the subjects typically had a slight preference for the cheap stuff, report Robin Goldstein et al. in the Journal of Wine Economics.
. . .
Previous columns: