According to a study released today by psychologist Professor Richard Wiseman, people are unable to tell the difference between expensive and inexpensive wines.
A total pf 578 participants at the Edinburgh Science Festival took part in a 'blind' taste challenge. They were offered a range of red and white wines costing less then £5 and other vintages prices between £10 and £30.
Purely by the laws of chance, they should have been able to make a correct guess 50 per cent of the time.
This was exactly the level of accuracy seen, demonstrating that the volunteers could not distinguish between wines by taste alone.
Professor Wiseman said: “These are remarkable results. People were unable to tell expensive from inexpensive wines.
“In these times of financial hardship the message is clear - the inexpensive wines tasted the same as their expensive counterparts.”
The wines tested included cheap and expensive brands of sauvignon blanc, pinot grigio, chardonnay, merlot, rioja, shiraz and claret. Two champagne labels costing £17.61 and £29.99 were also compared.