Clinical trials and wine

Double-blind tests are the gold standard in clinical trials. This is where neither the participants nor the researchers know what treatment they are getting. Double-blind tests make the results less likely to be biased.

Double-blind studies make sense for science and health, where the outcome does not depend on our feeling.  

However, what about food? There are numerous studies where experts couldn’t distinguish between French wine and California wine.

What about violins? A few years ago, star violinists and audience members couldn’t distinguish between Stradivari violins valued in the millions of dollars and contemporary violins valued in the tens of thousands.

The problem with double-blinded studies for things like food and music is that we aren’t blinded in real life. We know the story, and the story affects us. 

What story do you tell when you’re pitching your idea?

Thanks for caring!

With gratitude,

Anwell