Richard Wiseman, a psychologist at Hertfordshire University, conducted the survey at the Edinburgh International Science Festival.
"People just could not tell the difference between cheap and expensive wine," he said. "When you know the answer, you fool yourself into thinking you would be able to tell the difference, but most people simply can’t."
All of the drinkers who took part in the survey were attending the science festival, but Wiseman claims the group was unlikely to be any worse at wine tasting than a cross-section of the general public.
"The real surprise is that the more expensive wines were double or three times the price of the cheaper ones. Normally when a product is that much more expensive, you would expect to be able to tell the difference," Wiseman said.
People scored best when deciding between two bottles of Pinot Grigio, with 59% correctly deciding which was which. The Claret, which cost either £3.49 or £15.99, fooled most people with only 39% correctly identifying which they had tasted.
- Expensive wine and cheap plonk taste the same to most people, The Guardian, April 14, 2011.
About the author:
Zhang Xin is Trainer at chinadaily.com.cn. He has been with China Daily since 1988, when he graduated from Beijing Foreign Studies University. Write him at: zhangxin@chinadaily.com.cn, or raise a question for potential use in a future column.
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