In 2001, Frederic Brochet, a researcher at the University of Bordeaux, ran a study that sent shock waves through the wine industry. Determined to understand how wine drinkers decided which wines they liked, he invited 57 recognised experts to evaluate two wines: one red, one white. After tasting the two wines, the experts described the red wine as “intense”, “deep”, and “spicy” – words commonly used to describe red wines. The white was described in equally standard terms: “lively”, “fresh”, and “floral”. But what none of these experts picked up on was that the two wines were exactly the same
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