Having a seasoned tongue that can detect the subtle differences between different kinds
of adult grape juice is a sure sign of class.
In fact, the go-to Hollywood trope for showing that a character is refined is to give them
a penchant for expensive wines.
Even Hannibal Lecter, one of the most terrifying and cultured characters in film history, had
a soft spot for chianti.
But the question at hand today is can even the professional wine connoisseurs actually
tell the difference between a Chateau Cheval Blanc 1943 and a Bota Box Chardonnay?
To begin with, it's important to understand what a person has to go through to acquire
the label of wine expert, otherwise known as a sommelier.
It turns out this varies considerably from absolutely no official required training at
all (the label is technically originally a job title) to an extreme amount as in the
case of Master Sommelier's, of which there have been less than 300 people who have managed
to achieve that certification in the little over a half a century that title has been
granted, making it one of the most exclusive professional certifications in the world.
As to the former vastly more common distinction of "sommelier", some who achieve this certification
are simply wine enthusiasts wanting to take their hobby to the next level.
Others are those working in the restaurant service industry who may have even got that
title via working there way up from a simple waiter at a wine bar and learning on the job.
That said, as sommelier Dustin Wilson notes, "...by forcing oneself to study hard for a
long period of time, certification offers young sommeliers the opportunity to gain the
context they need to understand wine much faster than they would if they simply relied
on the dining room floor as their classroom."
This brings us to more formal certification.
How rigorous a given course for certification is varies from institution to institution
offering such, but in general sommelier's must be able to identify with reasonable accuracy
random types of wine by taste, sight, and smell, answer various questions about wine
making, the various regions of the world that are major wine producers, and what makes wines
from them different than wines produced elsewhere.
They must also have extensive knowledge of very specific food pairings, as well as demonstrate
little things like the best technique for how to open a bottle of wine and pour- while
simple for those working in the industry, nonetheless often trips up the hobbyist attempting
to get that certification.
On that note, while actual formal training to get such a certification may only take
dozens of hours, leading up to passing a given program's tests a person generally needs extensive
experience with all things wine, whether as a long time hobby or experience within the
industry.
As you might have gathered from this, all sommelier's are not created equal.
Some may be immensely knowledgeable and skilled at judging various wines, while others might
be littler better than your wine enthusiast cousin Jill.
This brings us to the elite of the elite- Master Sommelier's.
These are the Yoda's of the wine world, and no coincidence the average salary for one
eclipses that of mere mortal sommelier's.
For your reference, a run of the mill lowly just starting out sommelier might make as
little as in the $40,000 a year range, whereas someone who has passed the tests to become
an Advanced Sommelier earns around $78,000 a year on average.
The Master Sommelier's, on the other hand, typically make about $150,000 per year and
can usually be found working at some of the world's finest restaurants.
The testing to become a Master Sommelier is vastly more rigorous, and those invited to
test (and it is invite only), must have first passed the Introductory Exam, then the Certified
Exam, and then the Advanced Sommelier Exam.
Those who pursue this course also tend to already have extensive backgrounds in the
culinary arts and typically have many years of experience working as a sommelier at some
wine serving establishment.
Once they've distinguished themselves enough in the field, they may then be invited to
takes the tests to become a Master Sommelier.
From here, they are given three years to pass three tests, including a practical restaurant
service section, a verbal examination covering all things wine related to incredible depth,
from history to grape cultivation in various regions, to various wine making methods; finally,
the most difficult test of all is the taste test.
In this, they are given six random wines chosen from the thousands produced around world.
In 25 minutes, they must correctly identify not just what region of the world each one
came from, but also the exact year the grapes used were harvested.
Each candidate is allowed to take each test up to six times in the three year span, but
even then, as you might expect from so few having ever achieved this certification, many
fail despite already being considered advanced wine experts before even attempting the tests.
Now, given all this, surely the elite wine professionals must be able to tell the difference
between random expensive and a random cheap wines, right?
Well, yes, the elite of the elite absolutely can.
But also, no, they can't at all actually.
So what's going on here?
There are several factors that go into this.
First, there's the business side with a variety of factors that go into what makes something
an "expensive" or "cheap" wine that go far beyond taste.
Making such distinctions smaller than ever, wine making has become huge business on a
scale and with scientific vigor never leveled at the industry before- all in an effort to
create the best wines for as cheaply as possible.
As journalist and sommelier Bianca Bosker notes, "One of the things that I did was to
go into this wine conglomerate [Treasury Wine Estates] that produces millions of bottles
of wine per year...
People are there developing wine the way flavor scientists develop the new Oreo or Doritos
flavor."
Noteworthy here is that the scientists extensively use sommeliers to help tweak their mass produced
wines to be as high quality as possible even to the experts.
They further add a variety of things to the wine, not unlike adding ingredients to any
beverage, to tweak just about every facet of it until they come up with an end product
that they think will maximally appeal to consumers.
As a result, even disregarding business elements effecting price beyond taste, the gap between
inexpensive wines and the finest has closed considerably in recent decades, and there
are more variety of wines to enjoy today than there ever have been before, all making it
an effort in futility for even a Master Sommelier to be able to consistently identify one wine
as one that was probably ultra expensive vs. more of a middle of the road variety of the
same type of wine.
Partially as a result, while studies using the general public tend to show most can identify
the difference between the cheapest of wines at a couple dollars a bottle and, say, a $20
or $30 bottle, as soon as you start to go much above that, we mere mortals tend to be
able to differentiate the two with about the same accuracy you'd expect in predicting the
results of a coin flip.
That said it turns out there is actually a slight and very interesting correlation.
In one study with over 6,000 taste tasters, comprising about 12% sommeliers and the rest
the general public, trying to determine if people like expensive wines more than cheap
ones, it turned out that: “[W]e find that the correlation between
price and overall rating is small and negative, suggesting that individuals on average enjoy
more expensive wines slightly less.
For individuals with wine training, however, we find indications of a positive relationship
between price and enjoyment....
Our results indicate that both the prices of wines and wine recommendations by experts
may be poor guides for non-expert wine consumers.”
Thus, similar to music or really any field, those who are experts do seem to tend to enjoy
the finer, more complex, versions of the craft, such as a symphony, vs the general public
who prefer listening to the latest from Taylor Swift.
Or as one music professor the co-author of this piece once had was fond of stating with
respect to pop music vs. things like a symphony, "Cotton candy tastes great, but you can only
eat so much of it before you get sick of it and start craving a high quality steak dinner."
Now, at this point you might be thinking, "Well, sure, it's easy to be fooled by the
business side of things when talking price, but what about all those studies that show
wine experts can't even tell white wine from red in blind taste tests?"
It turns out there is a lot more going on with that than the clickbait headlines tend
to indicate, and should be obvious from the fact that Master Sommelier's are able to pass
the test they do in the first place, which would be impossible if their skills were really
as bad as that.
As Wheezy Waiter wisely points out in his aptly titled song "A Headline's Not an Article"-
a headline is not an article.
You see, as ever, our monkey brain's are gonna monkey brain.
We humans are just really, really easy to trick, especially when it comes to our senses.
Ever eaten something minty and then drank a room temperature glass of water?
Congratulations, you've just tricked your body into thinking you're drinking ice cold
water because menthol binds with cold-sensitive receptors that make these much more sensitive
than normal, so they trigger more easily and you feel a cold sensation, even though everything
is the same temperature as before.
So everything from what you ate or drank before to scents in the environment you're currently
in, to even your level of fatigue can influence the way you perceive the taste of something.
On top of physical things like that, there's your expectations, which can be absurdly easily
influenced, especially when it comes to taste.
So let's now talk about wine.
Contained within the grape juice are many dozens of esters and aldehydes, sugars, minerals,
organic acids, etc. etc.
This cocktail all derives from the grapes (whose contents are in turn effected by a
variety of factors), processes of the yeast as it works its magic, and what the wine is
processed and stored in during its journey from plant to your belly.
This all creates the colors, smells, and taste which combined to form the flavor your perceive
when you ingest the wine.
To give you a small idea of the scope of things here, consider that over 400 compounds that
influence the scent alone have been identified in wine.
On that note, temperature by itself can make a huge difference to taste, among other reasons,
because of how this can effect the boiling point and thus smell and, in turn, taste,
of some of these compounds in the wine.
As wine enthusiast David Derbyshire notes, "Serve a New World chardonnay too cold and
you'll only taste the overpowering oak.
Serve a red too warm and the heady boozy qualities will be overpowering."
As for the wine experts, while they may have honed their skills with sometimes thousands
of hours of study into all things wine, they still have the same monkey brain as the rest
of us.
Case in point, we have wine expert and journalist Katie Kelly Bell, who was traveling with a
fellow group of wine connoisseurs.
While at Waters Vineyards in Washington State, the owner poured everyone two glasses of white
wine and asked them to identify what type they were.
Bell sums up: “We swirled, we sniffed, we wrinkled our
brows in contemplation.
Some of us nodding with assurance.
I took notes, finding the first white to be more floral and elegant than the second.
Drawing on my years and years (there have been too many) of tasting, studying and observation,
I swiftly concluded that the first wine was an unoaked Chardonnay and the second was a
Sauvignon Blanc, easy peasy.
Much to my mortification I was dead wrong, as was everyone else in the room.
The proprietor chuckled and informed his room... that the wines were actually the same wine;
one was just warmer than the other.
He wasn’t intentionally shaming us (not one person got it right); he was pointedly
demonstrating the power of just one element in the wine tasting experience: temperature.”
Now consider a test conducted at the suggestion of winery owner Robert Hodgson at the California
State Fair wine competition.
Essentially, the panels of 65-70 expert judges were given a huge variety of wines to rank
as per usual.
But what they were not told was that they were actually given each of the wines three
times and from the same exact bottle.
After running this same experiment four consecutive years, what Hodgson found was that, to quote
the paper published on the experiment, Only "about 10 percent of the judges were able
to replicate their score within a single medal group."
In fact, he even found about 10% of the judges were so far off that they switched a Bronze
rating to a Gold for the exact same wine from the exact same bottle.
In another study conducted by Hodgson, An Analysis of the Concordance Among 13 U.S.
Wine Competitions, it was found that in the vast majority of cases, receiving a Gold medal
at one wine competition had virtually no correlation to not just being ranked similarly at another
competition, but in many cases that same wine scoring below average at other competitions.
As to what's going on here, Hodgson sums up, "...there are individual expert tasters with
exceptional abilities sitting alone who have a good sense, but when you sit 100 wines in
front of them the task is beyond human ability."
In yet another test, this one by Frenchman Frédéric Brochet in 2001, he found that
simply changing the label of the same bottle of wine from an expensive well thought of
type to a cheap one resulted in the 57 taste testers almost universally changed their tune
on not just how they liked it, but various attributes about it.
In another experiment, Brochet also gave a similar panel a glass of white wine and a
glass of red wine and gave them a list of common words used to describe white and red
wines and told them to assign them appropriately to the two wines in front of them.
It turns out the red wine was actually the same as the white wine except dyed red, and
only a small percentage of the testers were able to accurately identify that both wines
tasted the same in the descriptive words they chose to identify each wine.
And, yes, contrary to what is almost universally stated, not all of the taste testers got it
wrong.
Nevertheless, most did.
While you may try to argue that perhaps the results ended up being different because the
dye had an effect on the flavor, beyond that it was purported to be flavorless dye, we
can at least be reasonably sure it didn't drastically alter the taste to "jammy", "spicy",
and "intense", among other common terms wine professionals use to talk about red wines.
That said, important to note here is that while Brochet's studies are often cited as
definitively showing how bad wine experts are at judging wines, in this case that they
can't even tell the difference between red and white wines, that's not what that study
actually showed at all.
Blindfold even amateur wine drinkers and legitimately give them a white and a red wine and they
are going to likely do extremely well at telling the difference, as anyone whose drunk wine
pretty much ever can attest.
Rather, this test simply showed how easily our perception of things is influenced by
suggestion.
Just as importantly here, what literally every single source we could find not only leaves
out when reporting this story, but in the vast majority of cases falsely states, is
the actual qualifications of those being tested by Brochet.
It turns out, the people he was using as taste testers were not experts at all, simply undergraduate
students studying oenology (wine and wine making).
While certainly probably more knowledgeable than your average person on the street, nobody
would call an undergraduate mathematics major just learning the ropes a "math expert", nor
would their skills be indicative of what their professors who have vastly more experience
and are actual experts are capable of doing.
Thus, how expert any of these students were at the point in their education when given
these tests isn't clear.
What would be far more interesting and indicative is to give that same exact test to the world's
Master Sommelier's and see how they did.
Presumably because they still have monkey brains like the rest of us, they would still
perform poorly, but nobody yet has run that test that we could fine.
However they would do in such a scenario, what is undeniable is that study after study
shows that our perception and expectation vastly influences our experiences, not just
in wine tasting, but pretty much every facet of life.
As the Master Sommelier's demonstrate by passing the taste test they are subjected to in the
first place, with enough time and study, there are actually people who are exceptionally
good at identifying and judging attributes of wines in the right circumstances.
But overwhelm there sense with 100 wines or change their expectations about what they
are tasting and their perceptions will change significantly, seemingly, making them little
better than a random person off the street at telling anything definitive about the wine.
And then when adding not just telling attributes about the wine, but also whether it is inexpensive
to purchase or expensive, the whole thing is an effort in futility.
In the end, a hand crafted table might cost a lot more than one that is mass produced.
But if they are made from more or less the same materials and the company mass producing
them hasn't chosen to cut any corners, the mass produced and often vastly cheaper table
will in a lot of cases actually be objectively better, and certainly more consistently so,
thanks to machined and automated precision.
But that doesn't stop people from appreciating and enjoying their hand crafted table more
than the same basic table purchased from Ikea.
As with everything, you like what you like.
Wine tasting is subjective and what about a given type appeals to you is really all
that matters.
If knowing you paid $200 for that glass enhances your experience, then great.
For others buying several bottles of Two-Buck Chuck so they can enjoy many glasses with
a large group of friends at a party may make that one all the more enjoyable.
For others, the experience of attending wine events where various fancy wines are sampled
and discussed more than makes them worth the extra cost and the trip.
For yet others, even when sipping alone at home, the cheap wine that has had sugars added
to make it a little sweeter might be their preferred cup of tea.
As the old adage goes, "The only thing that matters with regard to a wine is whether or
not you like it."
Whatever your preferences, just don't be a snob about it.
Whether a wine connoisseur or not, I think we can all agree wine snobs are right up there
with Grammar Nazis
in two groups nobody at any expertise level likes, probably not even themselves.