Charles Spence a food psychologist at Oxford University, known for his research on food and drinks, teamed up with a supermarket to look at how people judge quality when picking out wine.
In this study, people were asked to decide which wine is most expensive based on looks. These were the things that stood out:
--Bottles with an image of a chateau on the label were perceived as pricier, compared to a more expensive bottle with just writing on the label.
-- Bottles with corks are perceived as a nicer bottle of wine, compared to those with a twist off cap.
-- People will pay as much as 40% more for a wine with a heavier bottle.
There was also a blind taste test and respondents chose the cheaper wine over the more expensive wine saying they'd actually pay MORE for the cheaper wine.
Source: Food & Wine