Author: Archit Tripathi / Source: did you know?
We humans have always loved getting our buzz on. Between beer, wine, and various other indigenous alcohols, we’ve been guzzling down hooch for thousands of years. There are even some scientists who believe that organized agriculture first developed not for the production of bread, but booze!
Wine is so popular that several cultures have gods dedicated to it, and the global wine market is a booming trade to this day. At one end of the spectrum is the two-buck chuck you find in your local grocery store.
At the other end is the stuff that costs thousands of dollars a pop. As a matter of fact, some dedicated collectors have even paid hundreds of thousands for the truly rare bottles of wine sold at highly competitive auctions.
But is expensive wine really better? Does the wine that costs $90 taste 10x better than the one that costs $9? Not always. You see, taste is a very subjective thing, and there have been many times where even expert tasters couldn’t come to an agreement about the taste (and rating) of the same bottle of wine.
Experts are also easily fooled: in a study done at the University of Bordeaux (i.e., people who really take wine seriously), expert wine tasters were given two glasses of wine – one white, one red. They described the aroma of the red wine with terms like “woody” and “peppery,” and the white with terms like “floral” and “citrusy.” The only problem? It was the same white wine in both glasses, with one of them dyed red.
Other studies have shown that price and labeling play a huge role in the perception of wine as well. For instance, one study found that subjects drinking wine poured from a more expensive bottle had increased activity in the center of the brain associated with pleasure.
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