It is not limited to wine but according to a study
by Antonio Rangel at the California Institute of Technology Pricier Wine Tastes Better.
The Associated Press quotes the following observation:
"A 90-U.S.-dollar wine was marked with its real price and again marked 10 U.S. dollars, while another bottle of wine was presented at its real price of 5 U.S. dollars a bottle and also marked 45 U.S. dollars.
The testers' brains showed more pleasure at the higher price than the lower one, even for the same wine, Rangel reports in this week's online edition of Proceedings of the National Academy of Sciences."
Soon after listening to an interview with Mr. Rangel, I read Toehold in Napa: Some Starter Bottles by Eric Asimov (NY Times).
With Florence Fabricant, David Gordon (Tribeca Grill) and Adam Rieger (Bar
Americain), he tasted 25 Cabernet Sauvignon (2004 Vintage) priced $50 and under.
What I got first and foremost out of the piece is that most wines lacked individuality and that you pay more for location (real estate) than anything else.
Only 2 of the wines got 3 stars.
First one is the Piedra Hill Vineyard Howell Mountain Purple Label from W.H.Smith (listed at $44) which is mainly known for its Pinot Noir.
Second is Rombauer, Napa 2004 (quoted for $30)...I also recommend their Merlot and Chardonnay.
Has marketing and trying to please some king makers replaced the love of the craft?
Related: Under the Tuscan Skies..