Yesterday, the BBC reported that wine drinkers tested by scientists thought a wine tasted better when they were told it cost $45 rather than its actual cost of $5.
I thought this was really interesting.
I really don’t think price has ever affected my judgement — it certainly didn’t in the case of pricey Belgian ‘champagne beer’ DEUS.
But I am happy to admit that beers sometimes seem to taste better or worse to me depending on context, presentation and my own expectations.
I suspect that I might be sucker enough to favourably review, say, UK-brewed Fosters, if it was presented to me in a big German stein and I was told it was traditionally brewed in Augsburg.
I’m a marketing man’s dream.