Does Blind Tasting Work? Investigating the Impact of Training on Blind Tasting Accuracy and Wine Preference

Abstract

AbstractWe analyzed data from Oxford University Blind Tasting Society's 2018 training season to assess whether blind tasting training improves accuracy. Over time, guesses for grape variety increased in terms of accuracy as well as within-group agreement. Moreover, for grape variety, location, and vintage, the chances of the most common within-group guess being correct were significantly higher than the underlying frequency distribution. Finally, we observed a shift in preference towards older wines, with those with little initial experience gaining a preference for greater acidity and alcohol, and decreasing their preference for oak. Our results have important implications for growing wine markets with an increasingly educated consumer population. (JEL Classifications: C91, C92, D83, L15, L66).