Individuals who are unaware of the price do not derive more enjoyment from more expensive wine. In a sample of more than 6,000 blind tastings, we find that the correlation between price and overall rating is small and negative, suggesting that individuals on average enjoy more expensive wines slightly less. For individuals with wine training, however, we find indicactions of a positive, or at any rate non-negative, correlation… Our results indicate that both the prices of wines and wine recommendations by experts may be poor guides for non-expert wine consumers.
This could be great news for those of us who have been shopping at far away wine stores for fear of being seen buying two-buck chuck or its brethren. You’re not alone! A lot of people actually prefer the cheap stuff, and should be prouder and richer for it. At the very least, the take-away from these studies is that price should not be one of the ways one judges a wine. Taste, smell, color, smell, region, label, etc may all make you like or dislike a wine, but price should be left out of the equation. Good wine might not necessarily be popular and popular wine might not necessarily be good, but really who cares? If you like it and it’s cheap, consider yourself lucky.