Scientists have actually tested whether people can tell cheap wine from expensive wine — and the results are uncomfortable. In a study published in the Proceedings of the National Academy of Sciences, Caltech researchers proved that the same wine literally tastes better when you think it costs more. Brain scans confirmed it. A separate blind tasting study of over six thousand individual data points found that ordinary drinkers enjoy more expensive wines slightly less, on average. A UK experiment with five hundred and seventy-eight people found people could only correctly identify cheap versus expensive wine about half the time — a coin toss. And the Judgment of Paris showed that elite French judges, tasting blind, ranked California wines above the most famous Bordeaux and Burgundy in the world. This video breaks down what the real science says, what the wine industry doesn’t want you to know, and why your brain might be the most expensive thing about that fifty-pound bottle.
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