Have you ever bought a bottle of wine after tasting it at the winery, got it home, and it tasted nothing like you remember it? Maybe even undrinkable.
Yes, of course. We all have. What happened? What’s different? Did they bait and switch?
Nah. It’s the same wine. The difference is the story.
You’ll probably recognize this script…
Your personable host greets you warmly and starts the tasting experience with the winery’s background, its ownership and winemaker, and the sourcing of the grapes. The who, what, and why behind the wine you are about to sample. The setting relaxes you, the background piques your interest, and knowing the winemaker invests you in the vintner’s success. You’re here, spending time and money. Of course, you want the vinter to be successful.
She then tells you in interesting detail what you are about to experience across the entire flight — anchoring bias, with a side of confirmation bias setup.
As she offers each wine, often with some taste-enhancing or palate-cleansing cheese, cracker, or chocolate, you are taken further on the journey of that specific wine. She compares this one to the others. Then she’ll tell you exactly what aromas you will notice as you swirl the liquid, followed by the mouthfeel and, ultimately, the full taste profile from the first touch of the tongue through several seconds after you swallow. And she’s right (imagine that)!
When done right, it’s amazing. I can’t help but want to love the wine, and hence, I love the wine! But once I get it home, it rarely tastes the same.
What happened here? Why did I love, or at least like, this wine just a few days ago at the winery? Were there shenanigans? Is this a different year or lot, or has some chemical shift occurred?
Heck no. Its influence (manipulation?) through story.
More to come…
