May Wine Club | 17 May 2008

I’ve been reading an intriguing article by Miles Thomas in the Psychologist magazine. It’s called ‘On Vines and Minds’, and it discusses many of the ways in which our brains determine the experience of drinking wine.

I’ve been reading an intriguing article by Miles Thomas in the Psychologist magazine. It’s called ‘On Vines and Minds’, and it discusses many of the ways in which our brains determine the experience of drinking wine. For instance, appearances are important — uncomfortably important. Even experts, offered a white wine tinted with a neutral red dye, will often describe it in the way they might talk about a real red wine. We know that if you tell people that a wine is worth, say, £50 a bottle, they will enjoy it more than the identical wine if they believe it cost £5. Research shows that if supermarkets want to push wines from a particular country, they should play the appropriate music.