From the BBC
So the test subjects were fooled by the price into identifying qualities in the wine that actually weren't there.Researchers at the California Institute of Technology have shown that a person's enjoyment of wine can be heightened if they are simply told that it is an expensive one.
We've all seen wine experts go on about "the smell of fresh hay in summer" or some similar rubbish (I say "rubbish", as I know nothing about wine).
I remember I was home from Japan 3 years ago on holiday, and I did a blind taste test of 4 Japanese beers with my father and brother.
Ebisu - the king of Japanese beers, and the most expensive.
Kirin Ichiban Shibori - a well-respected beer.
Kirin Happoshu - happoshu is a kind of fake beer that contains a malt substitute, in this case rice extract.
Draft One - another happoshu, this is the cheapest muck known to man, made primarily of yellow peas.
(In Japan, substituting malt for another substance is common as beers are classified, and subsequently taxed, based on malt content).
I was surprised to see both my father and brother immediately identify the bottom two as being terrible. The did rank the top two differently, but even here in Japan, the debate as to which one is better rages on.
We all talk about how certain beers, wines, whiskeys are better than others, the taste, texture etc, but, when it comes to the quality of the alcohol you drink, do you really know what you are talking about?


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To say I am uneducated about wines is still prolly true though, and yes, my palate couldn't differentiate between certain grapes etc, save to say some tasted more "bitter"/"sour" than others......all the dry, medium, crisp crap I dont have a clue about, cos no I could never taste the difference. But when I worked in a pub over in London, I used to get all sort of requests, this one couple came in he always drank scotch and she always drank wine, well dressed, appeared quite eloquent, yer stereotypical middle-class English couple, anyhow she would always ask for a dry white wine ( I learnt to say that we always had it even if we didnt, as she would only drink water otherwise - sparkling of course, but yet with Ice which was another thing I didn't get.....), Id mix it up ( the types of wine ) through the evening, never got any complaints, and the couple still came back every week or so
I used to do it with loads of people that would ask for a particular type of wine, just to see would anyone ever realise, and no they didnt.

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