I read this article today that suggests that expensive wine really does taste better. The article looks at new research which shows higher prices make people enjoy the product more. The research is based upon a study done on 20 subjects who were told they would be sampling a range of different Cabernet Sauvignons. The different wines were identified by price but some of the glasses were the same wine labelled with two different prices. One wine was labelled as costing £2.50 and £22.50 and the other was labelled as costing £5 and £45. The subjects were asked to report on how much they liked the wines with researchers looking at changes in their brain activity during the exercise. The results of the research were that the cortex became more activated by the expensive wines as opposed to their cheaper alternatives. The same test was later carried out without putting price tags on the glasses of wine. This second test had no reported differences between the wines.
