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Rename that Virginia Wine!

Decanter Magazine reports on a study that finds consumers pay more for tongue-twisting wines. Research at Brock University in Canada shows that subjects found that wine tastes better if a winery name is difficult to pronounce for English-speaking consumers.

Associate Professor of Marketing Antonia Mantonakis says, ”Wines associated with more difficult-to-pronounce names are associated with higher ratings. Things that are difficult to pronounce are unfamiliar because they are usually rare,” she added. “Perception of tastes are different if they are associated with a more disfluent winery name and that result is especially pronounced for high wine-knowledge participants. Whether these results would replicate in a more natural setting is something that we don’t know.”