— Changing the label on a wine changed diners' opinions of their wine, opinions
of their meal, and their repatronage of the restaurant, according to a Cornell
University study.
Forty-one diners at the Spice Box restaurant in Urbana, Illinois were given a
free glass of Cabernet Sauvignon to accompany a $24 prix-fixe French meal. Half
the bottles claimed to be from Noah's Winery in California. The labels on the
other half claimed to be from Noah's Winery in North Dakota. In both cases, the
wine was an inexpensive Charles Shaw wine.
Those drinking what they thought was California wine, rated the wine and food as
tasting better, and ate 11% more of their food. They were also more likely to
make return reservations.
It comes down to expectations. If you think a wine will taste good, it will
taste better than if you think it will taste bad. People didn't believe North
Dakota wine would taste good, so it had a double curse -- it hurt both the wine
and the entire meal. "Wine labels can throw both a halo or a shadow over the
entire dining experience," according to Cornell Professor Brian Wansink (Ph.D.),
author of the book Mindless Eating: Why We Eat More Than We Think (Bantam 2006).
To confirm this, a similar study was conducted with 49 MBA students at a wine
and cheese reception. Again, those given wine labeled from California rated the
wine as 85% higher and the cheese as 50% higher.
"Small cues such as origin or a wine or whether the label or name catches your
eye often trick even serious Foodies," said co-author Dr. Collin Payne. "He
(Wansink) has even conducted demonstrations of this at at Le Cordon Bleu in
Paris and Apicious Culinery Institute in Florence."
For restaurants and wineries, it's important to keep a keen eye on the possible
halo or shadow of wine labels. Diners, on the other hand, should be careful to
not overpay for a pretty bottle.
The study, published this summer in Physiology & Behavior, is one of the few to
have investigated the chain-effect of sensory expectations.
Cool huh?
Now, here is the research about personal identification which I believe you will
find fascinating...
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Those drinking what they thought was California wine, rated the wine and food as
tasting better, and ate 11% more of their food. They were also more likely to
make return reservations. 