This tasting is fairly straightforward and is important, especially if you have a bit of a discrepancy in the pricing of the wines featured in the tasting.
For the “Priceless Tasting” you simply withhold the price of the various wines featured in your tasting. This is critical if you want to try to keep “taster bias” from entering into the game. As soon as you say, “This Cab is $80” or “This is a great value Cab at $12” – you’ve lost all taster objectivity.
People naturally perceive higher-priced wines to be superior to wines that don’t cost quite as many pennies. While this may prove to be true at times, it could also be merely good marketing, great shelf-talkers, bigger distribution wings or label recognition that sells the higher priced wine and have zilch to do with the actual quality of the wine. Bottom line, don’t judge a wine by it’s label…or it’s price.
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