Cheap Wine Tastes Better With a Bigger Price Tag

Higher wine prices boost drinking pleasure. Or, another way to look at it, you fool yourself into thinking a cheap wine is better than it really is because you paid too much for it.

It doesn't taste any different but you want to think it does so your brain decides that it does.

Which is a neat trick. But it doesn't work the same way with vodka or whiskey, I can promise you that much.

I wonder if it works the other way, does really expensive wine sold cheaply taste worse? I'd reckon so.