Two-Buck Chuck

August 10, 2012 | By | Reply More

How Trader Joe’s Two Buck Chuck beat out 2,300 other wines in a blind taste contest. Here’s more on the big win for the cheap wine.

And there’s more evidence that wine tasting is subjective. The wine experts can easily be fooled when the experimenters secretly switch the labels:

The second test Brochet conducted was even more damning. He took a middling Bordeaux and served it in two different bottles. One bottle was a fancy grand-cru. The other bottle was an ordinary vin du table. Despite the fact that they were actually being served the exact same wine, the experts gave the differently labeled bottles nearly opposite ratings. The grand cru was “agreeable, woody, complex, balanced and rounded,” while the vin du table was “weak, short, light, flat and faulty”. Forty experts said the wine with the fancy label was worth drinking, while only 12 said the cheap wine was.

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Category: Bigotry, Psychology Cognition, Whimsy

About the Author ()

Erich Vieth is an attorney focusing on consumer law litigation and appellate practice. He is also a working musician and a writer, having founded Dangerous Intersection in 2006. Erich lives in the Shaw Neighborhood of St. Louis, Missouri, where he lives half-time with his two extraordinary daughters.

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