New research from the US indicates that when it comes to wine, presentation is everything, as a study reveals that the label on a bottle says more to consumers than its flavour.

Marketing news website The Drum reports that a study by the American Association of Wine Economists showed that judging the value of a bottle of wine is far from an expert talent, as the majority of novice drinkers were able to estimate the value of a bottle of wine with a high degree of accuracy just from the drawings and words on the bottle’s label.

Hundreds of self-confessed non-connoisseurs were asked to estimate the price range of around 300 bottles of wine, simply based upon the label. An astonishing 72% of answers were correct, with the judgement process relating ‘high brow’ words such as “supple”, “velvety” and “smoky” as well as abstract art or landscapes with prestige vintages. Conversely, pictures of an animal on the label or descriptions of a “fruity” taste – or claims that it goes well with chicken or steak – are all associated with down market products.

Another item of research by the Association in 2008, reported on in The Australian, showed that in blind taste tests there was no evidence that tasters enjoyed pricier wines anymore on flavour alone. Yet further research showed that when informed that three samples of the same wine were different products, all of the tasters said they preferred the more expensive drink.

Taken together, this research indicates that the perception of snobbery surrounding wine may be well deserved. “If you’re having a dinner party, you should get a wine with a label that looks expensive,” said AAWE researcher Coco Krumme, “Your guests will enjoy it more.”

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