A re-post -
Wine tasting, and taste in general: a quote from Do You Taste What I Taste?. at Slate:
It was less encouraging to discover how easily the nose can be led astray by the eyes. For his next stupid human trick, Wysocki produced two jars, one labeled "Food," the other "Body." I was told to sniff each. I actually was one of the few people not fooled by the experiment: I said both jars smelled like vomit. In fact, both jars contained the same chemical compound, butyric acid, which can be perceived as vomit but also as perspiration or Parmesan cheese. Wysocki told me he often conducts this test at seminars and that, on average, 60 percent of the people in the room will claim they enjoy the aroma in the "Food" jar, with most saying it's redolent of Parmesan cheese; but when he asks if anyone found the "Body" jar pleasant, no hands go up the participants invariably claim that it smells of puke or body odor. He mentioned similar work done with wine by Frederic Brochet, a French cognitive psychologist. Brochet has shown that people given a white wine that has been dyed red will describe it exactly as they would a red wine. He has also found that if he serves the same wine in two different bottles, one labeled a cheap vin de table and the other a pricey grand cru, people invariably lavish praise on the latter and scorn the former. Brochet has dubbed this phenomenon "perceptive expectation."
I have no interest in being a "super-taster." I want to continue to enjoy red wines under $25/bottle.
