Wine Experiment Challenges Judges' Perceptions

This guy thought wine judges were completely fake,

so he bought the cheapest

wine he could find and entered it into a prestigious

competition to prove it.

First, he and a Belgian TV crew went through

supermarkets looking for the

cheapest, worst-tasting bottle they could find,

eventually settling on

one that cost just two euros and fifty cents.

But instead of changing the wine, they changed everything around it.

They gave it a completely new identity called Le Château Colombier,

designed an expensive-looking label, and created a story claiming it

came from carefully selected grapes grown in Belgium.

And then came the part that made the experiment even crazier.

When the judges finally tasted the wine, they had no idea they were drinking a

two euros and fifty cent supermarket bottle.

Instead, they described it as having a rich palate,

clean aromas, and

promising complexity. And despite being one of the cheapest

wines they

could find, Le Château Colombier ended up winning a

gold medal with an

eighty-eight-point score.