Wine Revisited

I have a post from December of last year on this topic. Wine is such a wonderful example of how we filterpret reality. Jonas Lehrer discusses the topic at his newly moved blog here. Having worked with wines in China for the last three years, I have seen these phenomenon first hand. While there is most definitely a taste difference between a bottle of three buck chuck and a more expensive wine, these differences become almost completely mental once you go on the other side of $20 USD. n our marketing, we have given people quality well rated Missouri wines in the original bottle but with different labels. If the label says a product of France or California the wine is lauded as wonderful, often when it is the Missouri label the wine is described as passing or good for a cheap wine.

What is most interesting about this phenomenon is that it is strongest on both ends of the knowledge spectrum. Those who know a lot about wine and those who admittedly know nothing are both greatly influenced by the change in label. Most people who taste the products in the middle of the spectrum of wine knowledge give it a better rating and seem more open minded when the label is from Missouri.

This is obviously not just a Chinese issue, it is a human issue. It is projects such as this that remind me there are some issues that span culture and language differences. In the end we all filterpret our reality.

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2 Responses to “Wine Revisited”


  1. 1 Steve September 6, 2012 at 3:37 pm

    Missouri has done a great job in expanding its wine industry. However, people on the inside of the wine industry view midwestern winemakers as backwards or only capable of producing sweet table wines. I am not a fan of the sweet wines but Missouri has so much more to offer than just those wines. The Cynthiana grape which is native to North America expresses itself wonderfully in the Norton wines. Adam Puchta, St. James, and Stone Hill are all excellent examples of Missouri producers creating exceptional wines. Great years for these wines are 2000, 2002, 2005. Try some of these Missouri wines and judge for yourself. I bet you will be surprised by now wonderfully the Norton wines pair with flavorful dishes ranging from chicken to beef. Remember two things, 1) you are supporting American workers by buying these products, and 2) you are following in the tradition of Thomas Jefferson – he planted Cynthiana on his estate. Enjoy!

    • 2 Shawn Mahoney September 9, 2012 at 9:00 am

      Steve,
      Thanks for the comment. It is true that many of the coastal winery sin the US look down on the midwestern wineries, especially because of the sweet varietals. I think the biggest problem facing Missouri and other midwestern wineries is a lack of cohesion and willingness to work together to expand markets internationally.


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