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Do More Expensive Wines Taste Better

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Do More Expensive Wines Taste Better

 
As you prepare for holiday get-togethers, heed the results of a study published in the Journal of Wine Economics to stretch your holiday budget a bit further.

This report published found that individuals with no wine training who are unaware of the price do not derive more enjoyment from more expensive wine. After 6,000 blind tastings, the researchers concluded that the correlation between price and rating is not only small, but negative, suggesting that individuals on average enjoyed the more expensive wines slightly less than the less expensive samples.

Generally in market research a reasonable assumption is that the more expensive item will be of higher quality than a similar lower priced item. Consumers have been shown to expect a correlation between price and quality.

A number of studies have shown that among wine experts there is the expected correlation between price and quality. The study reported on in the Journal of Wine Economics in Spring 2008 was designed to test the conjecture that for the average consumer the enjoyment of a wine would be directly linked to its price – the more expensive the wine, the more enjoyment derived.

The test results showed that “unless they are experts, individuals on average enjoy more expensive wines slightly less.”

- Maryanne King, Reference Associate, Lakewood Library

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