Studies suggest that we like a wine more when we think it’s expensive. Could our taste buds be snubbing some seriously delicious bargains?
The Plan: Blind-taste four cheap wines—each less than $9 a bottle—then rate our satisfaction and guess their prices.
The Findings: Testers—even the pickiest—liked what they tried. We also confirmed that the higher the wine rating, the higher the estimated price. But the big surprise? The cheapest bottle in the bunch, Trader Joe’s Charles Shaw Blend Cabernet Sauvignon ($3)—aka Three Buck Chuck—was thought to be the most expensive.
The Bottom Line: Rely on your palate and not the price tag. You might be surprised by how much you like what you find—and by how fat your wallet feels!
- Judith Pena, Assistant to the Editor in Chief
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