How do you trick an oenophile into paying more for a wine? Give him a wine with a name that’s difficult to pronounce. This is what wine researcher Antonia Mantonakis of Brock University in Ontario discovered in a recent marketing study.
The more knowledgeÂ experiment participantsÂ had about wine, the more likely they were toÂ report liking a wine from a hard-to-pronounce winery. The participants also reported they were more willing to pay $2 more for a wine if it had a really-hard-to-pronounce name.
So, why would a wine expert get duped into thinking a wine with a fancy name is invariably better and moreÂ expensive? MantonakisÂ explains that wine geeks seek out anyÂ subtle difference they can find.
If something is rare and unique then maybe it might be a higher value and it may be something that is more special.
And whatÂ aboutÂ your average, everyday non-expert wine drinker? MantonakisÂ told NPRÂ that cheapÂ and tasty with a really fun name wins the day for the so-called low knowledge wine drinker. Non-experts like wines with names like Fat Bastard, Cupcake orÂ Mad Housewife. These wines evokeÂ something comfortable with a slightly adventurous edge.