Does Blind Tasting Work? Investigating the Impact of Training on Blind Tasting Accuracy and Wine Preference

Qian Janice Wang · Domen Prešern

18 citations0/0 files storedJournal of Wine Economics

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Wine Industry and Tourism Economic and Environmental Valuation Sensory Analysis and Statistical Methods

Abstract

Abstract We analyzed data from Oxford University Blind Tasting Society's 2018 training season to assess whether blind tasting training improves accuracy. Over time, guesses for grape variety increased in terms of accuracy as well as within-group agreement. Moreover, for grape variety, location, and vintage, the chances of the most common within-group guess being correct were significantly higher than the underlying frequency distribution. Finally, we observed a shift in preference towards older wines, with those with little initial experience gaining a preference for greater acidity and alcohol, and decreasing their preference for oak. Our results have important implications for growing wine markets with an increasingly educated consumer population. (JEL Classifications: C91, C92, D83, L15, L66).

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References

2008Do More Expensive Wines Taste Better? Evidence from a Large Sample of Blind Tastings 2002The knowing nose: the role of knowledge in wine expertise 2012Evaluation of wine by expert and novice consumers in the presence of variations in quality, brand and country of origin cues 2011When Does the Price Affect the Taste? Results from a Wine Experiment 2007Debunking Critics' Wine Words: Can Amateurs Distinguish the Smell of Asphalt from the Taste of Cherries?2017A new wine superpower? An analysis of the Chinese wine industry

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2020Expertise Shapes Multimodal Imagery for Wine 2024Sounds too feminine? Blind tastings, phonetic gender scores, and the impact on professional critics 2019Does Blind Tasting Work? Another Look 2019Introduction to the Issue

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