Rest easy, wine lovers. Perception is easily fooled.

Posted by | Posted in White's Wines | Posted on 03-17-2015

CC0 Public Domain.

CC0 Public Domain.

As regular readers know, I write a free, twice monthly wine column that’s distributed to newspapers across the country.

These columns are hosted by Grape Collective. If you don’t see my column in your local newspaper, please send an email to your paper’s editor and CC me (David – at –

In my latest column, I explain why wine enthusiasts shouldn’t worry about academic studies that call baloney on oenophilia.

Rest easy, wine lovers. Perception is easily fooled.

One glass of Cabernet Sauvignon was described as “powerful and heavy.” Another was described as “subtle and refined.”  The only difference? The music that was playing while people drank the wine.

A few years ago, Adrian North, a psychology professor at Heriot-Watt University in Scotland, tested the impact of music on taste perception by pouring wine for 250 students. Some tasted the wine while listening to music identified by others as “powerful and heavy,” while others listened to music that was “subtle and refined,” “zingy and refreshing,” or “mellow and soft.” Other students drank without any music. After enjoying their wine for five minutes, the students were asked to rate how much the wine tasted like the musical descriptions.

The conclusion, as put simply in the British Journal of Psychology? “Background music influences the taste of wine.”

When North’s study came out, oenophiles were infuriated. Here was yet another academic calling wine appreciation into question.

Rest easy, wine lovers. Perception is easily fooled.

Widespread derision of wine criticism began in 2001 when Frédéric Brochet, a University of Bordeaux psychologist, poured one glass of red wine and one glass of white wine for 54 oenology students — and then asked them to describe each wine in detail. Students described each wine with the laundry list of descriptors one would expect for reds and whites. What Brochet didn’t tell the students? Both wines were the same. The white in one glass was simply dyed red.

Ever since, the media has jumped at any opportunity to call baloney on oenophilia. But psychologists have long known that humans are easily tricked, especially when relying on taste buds.

Check out the rest of the piece on Grape Collective!

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