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Chicks Dig Expensive Wine! (Do Women Have a Price Bias?)

Vinted on May 14, 2009 under commentary, wine publications

You really like my limousine

You like the way the wheels roll.

You like my seven inch leather heels

and coming to all of the shows.

But…

Do you love me?

- KISS, Do You Love Me (from Destroyer, 1976)

The American Association of Wine Economists has released another working paper, which often is great fodder for wine-related discussion, unless of course you want to talk about the wine itself.  And it might piss some women wine lovers off…

This particular working paper, No. 25, is titled “WHEN DOES THE PRICE AFFECT THE TASTE? RESULTS FROM A WINE EXPERIMENT” and details an experiment performed on approximately 130 people (average age: 29) to measure how knowledge of a price of a bottle of wine impacts people’s perception of that wine (good or bad).  The experiment gave three different scenarios to the subjects:

  1. Taste then Rate the wine with no price info. given (control).
  2. Give the Price, taste, then rate the wines.
  3. Taste the wine, give the price, then rate the wine.

There were some interesting findings from this little study, including a reinforcement of the subjective nature of tasting wine:

“Objective measures of wine quality are not easily defined, and consumer tastes with regard to wine are highly heterogeneous…”

as well as what seems like the AAWE’s obligatory dig at professional wine tasters and judges (they love to do this, I think):

“Tasters are only marginally better than a random guess at distinguishing vintage years from non-vintage years from the same vineyard, or reserve bottlings from regular bottlings from the same vineyard and year, despite very large differences in price.”

and an underscoring of a not-so-revolutionary finding that seems to have been proven for nearly any kind of marketed consumer good:

“…extrinsic information provided prior to first-hand experience with the good in question has a significant effect of how the good is experienced, whereas extrinsic information provided after the experience does not.”

WARNING: Some women may want to stop reading at this point.

The most interesting finding was the gender bias that the AAWE claims resulted during the study.

…an expensive wine gets considerably higher ratings when tasters are informed about the high price before tasting, relative to tasting “blind” – but only from female tasters. By contrast, women that taste the wine before being told the price do not assign significantly higher ratings, suggesting that once they form a first-hand opinion the attribute information has little effect.”

It seems that some women at least think that they prefer expensive wine, even if the wine they’re given is not really expensive.  In other words, Chicks dig pricey wine (even if it’s not really pricey)!

The finding is interesting but I’m guessing it would hardly prove a revelation to any guy who has ever lied to a date about the price of wine and dinner.

Now, I know what some of you guys are probably thinking.

Egads!  Does she really love me, or just my expensive wine?!??

Take heart, guys – the wine doesn’t have to really be expensive, she just needs to think that it’s expensive!

But seriously, before any wineries out there up their prices, put a picture of a shirtless hot guy on the label, and contact their marketing department to start running commercials during Desperate Housewives – you all need to know a few things about this AAWE study.

As far as I’m concerned, the study isn’t scientifically reliable, and supports no real conclusions, until such time as it’s repeated (possibly with larger & larger subject groups). Otherwise, it’s just guessing based on a very small sample size.

So – guys with deep pockets and deep cellars, don’t dump your better halves just yet.  Because chances are they are really just that – your better halves!

Cheers!

(images: hollywood-elsewhere, wine-economics.org)

Issue #2 of Chester County Cuisine and Nightlife Now Available!

Vinted on April 12, 2009 under about 1winedude blog, wine publications

The second issue of Chester County Cuisine and Nightlife is now available!

For those of you in Chester County, PA., there is quite a bit of excellent information in this issue on the local foodie & nightlife scene, but those of you in other areas of the planet might find some of the content interesting as well.

I’ve contributed a small tidbit to CCCN #2, with a wine tip that might come in handy for some of you so I’ve included it here as well.  Who knows, it could just save your date night sometime (you an thank me later).

You can download the latest issue of CCCN from the DailyLocal.com website.

Cheers!

(images: dailylocal.com)

DREGS REPORT Coming April 1!

Vinted on March 30, 2009 under about 1winedude blog, wine publications

Photobucket“Something’s coming, something good…”

Ok, folks – I’m interrupting my mini-vacation in Alligator Point, FL to bring you a special announcement.

You’ve got a mere two days before DREGS REPORT goes live!

On April 1, dregsreport.com will start to bring you the best of the bottom of the barrel.  I can’t say too much about the project before it goes live (sworn to secrecy and all that jazz), but I can tell you that it’s going to be very, very funny.

Don’t say you weren’t warned…

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Chester County Cuisine and Nightlife Magazine Launches!

Vinted on March 19, 2009 under pennsylvania, wine publications

CC Mag has launched!

I’m happy to report that Chester County Cuisine & Nightlife, a joint venture between WCDish.com and the Daily Local News, has officially launched, and includes content from yours truly.

CC Mag is free, and is dedicated to highlighting things to eat, drink, and do in Chester County, PA.  I’ll be covering all things wine-related for CC Mag – including the exciting developments happening along the Brandy Valley Wine Trail (among other things).

You can download a PDF version of the first issue of CC Magazine here.  Or, you can pick up a free printed copy at any of several dozen locations around Chester County.

I’m excited to be a part of this top-notch project, and I hope you’ll check it out!

Cheers!

(images: Chester County Cuisine & Nightlife)
  

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