Featured Research

from universities, journals, and other organizations

Wine Labels Can Ruin A Restaurant Meal

Date:
August 11, 2007
Source:
Cornell Food & Brand Lab
Summary:
Faux wine labels suggesting a wine was from either California or from North Dakota had a surprising impact far beyond the taste of the wine. A study showed that restaurant diners drinking what they thought was California wine rated the wine and food as tasting better, and ate 11 percent more of their food. They were also more likely to make return reservations.

Cornell Professor Brian Wansink observes how wine label switching influences the taste of diners.
Credit: Gilberto Tadday

Changing the label on a wine changed diners' opinions of their wine, opinions of their meal, and their repatronage of the restaurant, according to a Cornell University study.

Forty-one diners at the Spice Box restaurant in Urbana, Illinois were given a free glass of Cabernet Sauvignon to accompany a $24 prix-fixe French meal. Half the bottles claimed to be from Noah's Winery in California. The labels on the other half claimed to be from Noah's Winery in North Dakota. In both cases, the wine was an inexpensive Charles Shaw wine.

Those drinking what they thought was California wine, rated the wine and food as tasting better, and ate 11% more of their food. They were also more likely to make return reservations.

It comes down to expectations. If you think a wine will taste good, it will taste better than if you think it will taste bad. People didn't believe North Dakota wine would taste good, so it had a double curse -- it hurt both the wine and the entire meal. "Wine labels can throw both a halo or a shadow over the entire dining experience," according to Cornell Professor Brian Wansink (Ph.D.), author of the book Mindless Eating: Why We Eat More Than We Think (Bantam 2006).

To confirm this, a similar study was conducted with 49 MBA students at a wine and cheese reception. Again, those given wine labeled from California rated the wine as 85% higher and the cheese as 50% higher.

"Small cues such as origin or a wine or whether the label or name catches your eye often trick even serious Foodies," said co-author Dr. Collin Payne. "He (Wansink) has even conducted demonstrations of this at at Le Cordon Bleu in Paris and Apicious Culinery Institute in Florence."

For restaurants and wineries, it's important to keep a keen eye on the possible halo or shadow of wine labels. Diners, on the other hand, should be careful to not overpay for a pretty bottle.

The study, published this summer in Physiology & Behavior, is one of the few to have investigated the chain-effect of sensory expectations.


Story Source:

The above story is based on materials provided by Cornell Food & Brand Lab. Note: Materials may be edited for content and length.


Cite This Page:

Cornell Food & Brand Lab. "Wine Labels Can Ruin A Restaurant Meal." ScienceDaily. ScienceDaily, 11 August 2007. <www.sciencedaily.com/releases/2007/08/070806104111.htm>.
Cornell Food & Brand Lab. (2007, August 11). Wine Labels Can Ruin A Restaurant Meal. ScienceDaily. Retrieved April 20, 2014 from www.sciencedaily.com/releases/2007/08/070806104111.htm
Cornell Food & Brand Lab. "Wine Labels Can Ruin A Restaurant Meal." ScienceDaily. www.sciencedaily.com/releases/2007/08/070806104111.htm (accessed April 20, 2014).

Share This



More Plants & Animals News

Sunday, April 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Vermont Goat Meat Gives Refugees Taste of Home

Vermont Goat Meat Gives Refugees Taste of Home

AP (Apr. 18, 2014) Dairy farmers and ethnic groups in Vermont are both benefiting from a unique collaborative effort that's feeding a growing need for fresh and affordable goat meat. (April 18) Video provided by AP
Powered by NewsLook.com
Man Claims He Found Loch Ness Monster With... Apple Maps?

Man Claims He Found Loch Ness Monster With... Apple Maps?

Newsy (Apr. 18, 2014) Andy Dixon showed the Daily Mail a screenshot of what he believes to be the mythical beast swimming just below the lake's surface. Video provided by Newsy
Powered by NewsLook.com
First Ever 'Female Penis' Discovered In Animal Kingdom

First Ever 'Female Penis' Discovered In Animal Kingdom

Newsy (Apr. 18, 2014) Not only are these newly discovered bugs' sex organs reversed, but they also mate for up to 70 hours. Video provided by Newsy
Powered by NewsLook.com
Little Progress Made In Fighting Food Poisoning, CDC Says

Little Progress Made In Fighting Food Poisoning, CDC Says

Newsy (Apr. 18, 2014) A new report shows rates of two foodborne infections increased in the U.S. in recent years, while salmonella actually dropped 9 percent. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins