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  • These are three red wines that are made from the same grape, but at different prices.

    この 3 本の赤ワインは同じブドウから作られたものですが、違う値段で売られています。

  • The most expensive is a 2011 Honig cabernet sauvignon from Napa Valley.

    一番高値なのは、ナパバレー産、2011 年ホニグ・カベルネ・ソーヴィニヨンです。

  • Wine Spectator magazine rated it Outstanding.


  • And it cost 5 times more than the one on the right. So does it taste 5 times better?

    右側のワインの 5 倍の値段がするのですが、5 倍おいしいのでしょうか?

  • 19 Vox staffers tasted and rated each of the wines, and almost half of them correctly identified the most expensive one.

    ヴォックスのスタッフ 19 人がそれぞれの赤ワインを試飲したところ、約半分が、最高値のワインを正しく言い当てることができました。

  • But that's not because they liked it more.


  • "Very nuanced. Complex. Didn't enjoy it."


  • Their average ratings for the cheapest and most expensive wine, they were actually the same.


  • "I'm glad I have cheap taste. It's gonna make my life really easy."


  • And this is consistent with a 2008 study that compiled 6,000 blind tastings in the United States.

    これは、2008 年にアメリカ行われた、6000 のブラインド・テイスティングの結果とも一致するものです。

  • It found that unless they had undergone wine training, people didn't actually prefer the taste of the expensive wines.


  • In fact they enjoyed them slightly less.


  • "Yeah, that's really not very pleasant."


  • There seems to be something about wine that can make us feel a bit lost.


  • "That has sort of an oaky afterbirth."


  • That's probably why a single movie can move the whole wine market.


  • "That's tasty." "That's 100% pinot noir. Single vineyard. They don't even make it anymore."

    「おいしいね。」「 100 %ピノ・ノワールだよ。1 つのブドウ園だけで採れたブドウなんだ。もう作られてないんだよ。」

  • After Sideways was released, sales of Pinot Noir jumped compared to other red wines, and sales of merlot?


  • "I'm not drinking any f*cking merlot." They slowed down.


  • But who decides what good wine is? There are professional judges that give medals at competitions, but they're really inconsistent.


  • One statistician showed that most wines that received the highest score in one competition also got the lowest score in another.


  • This is the distribution of gold medals that you would expect if they were awarded by random chance.


  • It looks a lot like the actual distribution of gold medals in US wine competitions.


  • That suggests judges often disagree with each other. But it gets worse: they often disagree with themselves.


  • When surreptitiously given the same wine 3 times, only 1 in 10 of the judges at the California State Fair wine competition consistently awarded it the same medal.

    カリフォルニアステート・フェア・ワインコンペティションの審判に、銘柄などを伏せたまま、同じワインを3度飲んでもらったところ、同じワインに一貫してメダルを与えることができたのは、10 人中 1 人しかいなかったのです。

  • Wine ratings published in magazines can be all over the map too.


  • Here's how two top critics described the same wine in 2004.

    2004 年に、ワイン批評家のツートップが、同じワインをどう評価したか見てみましょう。

  • "A brilliant effort", "completely unappetizing", "a wine of sublime richness", "overripe aromas", "remarkable freshness and definition", "more reminiscent of a late-harvest zinfandel than a red bordeaux."


  • One problem is that not all of the wine publications require their tasters to be blind to the price and to the brand.


  • And that matters because people can't seem to avoid associating price with quality.


  • One experiment in Australia showed that people rated the same wine higher when they thought it was $53 rather than $16 or $6.

    オーストラリアのある実験では、同じワインでも、$16 や $6 でなく、$53 と考えて飲んだ時の方が、人は高い評価を下すことが分かりました。

  • But get this-the experimenters had actually made that wine objectively worse by adding tartaric acid.


  • It didn't matter-the price tag overwhelmed their own taste buds.


  • In another study, scientists scanned the brains of people tasting wines that they thought were either $10 or $90.

    また別の研究では、あるワインの値段について $10 または $90 と伝え、そのワインを試飲している人の脳がスキャンされました。

  • In reality, it was the same wine, but when they thought it was expensive, their brains showed more activity in a region associated with pleasant tastes and smells.


  • So expensive wines may actually taste better after all, as long as you know that they're expensive.


  • "You can feel free to finish it if you want." "I'll take the expensive one."


These are three red wines that are made from the same grape, but at different prices.

この 3 本の赤ワインは同じブドウから作られたものですが、違う値段で売られています。

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