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Does Blind Tasting Work? Investigating the Impact of Training on Blind Tasting Accuracy and Wine Preference

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  • Wang, Qian Janice
  • PreÅ¡ern, Domen

Abstract

We analyzed data from Oxford University Blind Tasting Society's 2018 training season to assess whether blind tasting training improves accuracy. Over time, guesses for grape variety increased in terms of accuracy as well as within-group agreement. Moreover, for grape variety, location, and vintage, the chances of the most common within-group guess being correct were significantly higher than the underlying frequency distribution. Finally, we observed a shift in preference towards older wines, with those with little initial experience gaining a preference for greater acidity and alcohol, and decreasing their preference for oak. Our results have important implications for growing wine markets with an increasingly educated consumer population. (JEL Classifications: C91, C92, D83, L15, L66).

Suggested Citation

  • Wang, Qian Janice & PreÅ¡ern, Domen, 2018. "Does Blind Tasting Work? Investigating the Impact of Training on Blind Tasting Accuracy and Wine Preference," Journal of Wine Economics, Cambridge University Press, vol. 13(4), pages 384-393, November.
    • Handle: RePEc:cup:jwecon:v:13:y:2018:i:04:p:384-393_00
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    More about this item

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • C92 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Group Behavior
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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