Expensive wine tricks our minds into thinking it tastes better

Thanks to Robert for this article.

Not a huge surprise, but research has confirmed that we are wired for wine snobbery: If we are served the same wine twice, but the first time we're told it's $7 and the second time we're told it's $21, guess which one we'll say tastes better?

You know what this means. It means we must work very hard to avoid being tricked into paying too much for wine. This is what I work so hard on--finding great wines at low prices. I think I have lost some customers over the years, who want to pay more for wines than most of the wines I offer. It's sad that they have bought so hard into the myth that most $50 bottles taste far better than most $20 bottles. I sell a few $10 bottles that have won major, major awards over much-more expensive wines. I even found a $7 wine (Chat St Michelle's Dry Riesling) that won Double Gold over wines costing twice as much, five times as much, even TEN TIMES AS MUCH. Just think about that.

Not sure about you, but I have better things to do with my money, than to waste it by overpaying for wines. Train your mind to work for you, not against you!