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Re-activateResearchers at the California Institute of Technology and Stanford University published a recent study showing that people were more likely to prefer a wine they thought was expensive, versus the same wine labeled at a lower price. Even their brains reacted differently; they registered more activity in an area of the brain related to pleasure when they thought they were drinking a $90 bottle of wine than when they drank the same stuff labeled at $10.
But here's the kicker: When they didn't know the price of the wines, they preferred the least-expensive one.
Keep that in mind when you're shopping for wines. Don't automatically equate high price with high quality. It's true that many pricier wines are superb, and that the world's very best wines never cost $5 or $10. But in Consumer Reports blind wine tests, in which our expert testers know neither the label nor the price, some relatively inexpensive wines earn the highest Ratings. Conversely, some $20 or even $30 wines garner mediocre scores.
For Ratings of 10 varietals, most at $20 a bottle or less, check our Wine hub.
--Tobie Stanger
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