The Placebo Effect

Not that long ago, a study by Stanford neuro-economist Baba Shiv proved that when people are told a product is expensive, they extract more pleasure from it.

This is not a hugely surprising revelation, particularly in relation to something as subjective as wine appreciation, but more interesting is the concept at work in his experiment – something called ‘The Placebo Effect.’

According to US marketing guru Seth Godin: “A placebo is a story we tell ourselves that changes the way our brain and body work. Any time a story or ritual changes the way we encounter something, we’ve experienced the placebo effect.”

My question: Is this a bad thing? If the label, the winemaking story or the sommelier’s spiel increases our appreciation of what’s in the bottle, surely this is to be applauded?… Read more >



Article 1.0 / Minerality

Minerality – The Great Debate

“Wet stone. Matchstick. Vibrancy. Slate. Exclusively textural. Alcohol sensitive. Schist. Possibly the only true measure of greatness in wine.”

The popular definitions for the term ‘minerality’ are many and varied. It is a term that means different things … Read more >