Britons Think Wine Is Better If It Has A Chateau On The Label

Posted: Nov 12, 2021

It might be hard to swallow for wine lovers who see price as a sign of quality.

But research shows a cheaper bottle of plonk can be rated more highly than an expensive brand – if it has a picture of a French chateau on the label.

In a new study consumers ranked a £7 bottle of Errazuriz Estate Pinot Noir, sold by Waitrose, featuring a picture of a chateau, as more premium than a £95 bottle of Clos Apalta 2013, sold by the Vivino website, with a plain label.

They also preferred a £6.49 bottle of wine to one costing £36.99 during a blind taste test.

The joint study by Oxford University and supermarket giant Aldi involved wine tasting by 53 consumers and an online survey of more than 2,000 drinkers.

During the blind test, in which wines were smelt, tasted and rated, the £6.49 bottle of Aldi Australian Cabernet Sauvignon scored seven out of ten, but the £36.99 Majestic Escarpment ‘Pahi’ Pinot Noir got just five.

Author: Xantha Leatham
Date: November 12, 2021
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