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Wednesday, July 08, 2009
Wallets Have No Taste Buds
Not long ago we came across an interesting article in the The New York Times by Eric Asimov. The article was “Wine’s Pleasures: Are They All in Your Head?” What struck us about the article was that it confirmed something that we have long suspected: people have an unfortunate tendency to associate the quality of a wine with its price.
Asimov cited a study done by the California Institute of Technology and the Stanford Business School that “demonstrated that the more expensive consumers think a wine is, the more pleasure they are apt to take in it.” He then went on to note that, “the researchers scanned the brains of 21 volunteer wine novices as they administered tiny tastes of wine, measuring sensations in the medial orbitofrontal cortex, the part of the brain where flavor responses apparently register. The subjects were told only the price of the wines. Without their knowledge, they tasted one wine twice, and were given two different prices for that wine. Invariably they preferred the one they thought was more expensive.”
Now don’t get us wrong. We are firm believers in the adage, “you get what you pay for.” Our experience as wine lovers, however, has also taught us that where we too often set the price bar for a great wine a lot higher than our taste buds might suggest. For that reason, we take a lot of pride in offering wines that taste like they should cost more than they do. Case in point: our Italian pinot grigio and our German Riesling – both of which offer a perfect compliment to our lighter summer fare.
Wednesday, July 08, 2009 4:01:32 PM (Mountain Daylight Time, UTC-06:00)
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