Professor Richard Wiseman, author of Quirkology and other popular science books that expose the frailities of human perception, has lead a study to show wine drinkers can’t distinguish cheap wine from expensive.
The experiment, at the Edinburgh Science Festival, challenged 578 members of the public to distinguish between the good stuff and £5 bottles for both red and white.
The subjects got it right 50% of the time – in other words, they only picked the quality wine randomly, and not through taste.
The learned Professor advises that, in these hard pressed times, wine drinkers should heed the results and go for the plonk.
WineOfTheWeek is aghast at such claims of label snobbery, and will bet his Tommy Hilfiger jeans that contradictory evidence will soon follow.