Wine is traded as a complicated luxury food whose subtle differences and qualities only a true wine expert knows how to distinguish. In truth, wine connoisseurs and consumers alike can be deceived, depending on their expectations of the wine.

Wine is a science for many wine lovers. When testing a wine, the drink is seemingly analysed for its molecules, the glass is expertly swirled and the wine is tasted on the tongue. However, the perception of flavour is individual and can therefore be deceived and manipulated.

In 2001, Frederic Brochet conducted an experiment at the University of Bordeaux. In this experiment, 54 oenology (wine science) students were each given a glass of red wine and a glass of white wine. They were then given a cheap bottle of wine and an expensive one. In the first experiment, both glasses actually contained the same wine, the white wine was merely coloured. In the second test, both bottles contained the same cheap wine.

Not one of the 54 students stated that the coloured wine was a white wine, all described the qualities of a red wine.
The wine with the expensive label was described as full-bodied and complex, the one with the cheap label as weak.
With their initial expectations, the experts actually tasted exactly what they expected to taste.

In another experiment, wine testers were tested for brain activity when tasting five different wines whose labels were mixed up. When tasting the wines with expensive labels, certain areas of the brain were more active, even though they were cheap wines.

This does not mean that there are no differences in wine quality. Anyone who tastes a wine is under the influence of their own expectations, which strongly influence the enjoyment of the drink and can even determine its direction. Under normal circumstances, i.e. without any false pretences, the expertise of a wine connoisseur is sensational, because experience has taught him to pay attention to certain characteristics of the wine. Psychologically, however, complete objectivity is impossible, meaning that experience, feelings and learning influence every experience.

As with all areas of life, part of our perception comes from within and part from outside. Tasting a wine from an expensive bottle or glass changes your expectations and actually provides a better taste experience.
Taste is subjective. And it's not for nothing that they say you eat with your eyes, because well-presented food or drink changes your inner attitude and therefore your enjoyment.