Robert T. Gonzalez:
In 2001, researcher Frédéric Brochet invited 54 wine experts to
give their opinions on what were ostensibly two glasses of
different wine: one red, and one white. In actuality, the two
wines were identical, with one exception: the “red” wine had been
dyed with food coloring.
The experts described the “red” wine in language typically
reserved for characterizing reds. They called it “jammy,” for
example, and noted the flavors imparted by its “crushed red
fruit.” Not one of the 54 experts surveyed noticed that it was, in
fact a white wine.