Vines & Minds fakelvis LoneGunman.co.uk
flickr.com/photos/2create/693534392/

Second
Cheapest
Wine
Syndrome

Clueless ๏ Cheap ๏ Don’t
want to appear either ๏

£ £ ← PROFIT £
£ £ …

“A zero or even slightly
negative correlation between the enjoyment of a wine and its cost.” flickr.com/photos/frankbb/3050645728/

flickr.com/photos/riotjane/2851783750/

Price
Enjoyment

Dopamine

$15
$90
$5

$12 Washington Sparkling White Wine
vs $150 Dom Pérignon Champagne

In a double-blind experiment, the
results were exactly reversed.

“Vanillin”
“Floral”
“Citrus”
“Sweet”
“Crisp”

flickr.com/photos/eilard/149722764 “Smoky” “Rich” “Oaky” “Berry”
“Hearty”

Perceived price
Sight
...Sound?

So?
flickr.com/photos/wtlphotos/462292685/

Fin
fakelvis
LoneGunman.co.uk
flickr.com/photos/whisperwolf/3335072656/