A new standard in cheap elegance
We’ve gotten so used to beer cans, why not put wine in pop-top cans, too? This wine can was winner of the 2006 Swedish packaging design award. It was designed by Jens Andersson and Jonas Forsman and it is notable as an easily recycled single serve can.
Scientists at Caltech and Stanford recently published the results of a peculiar wine tasting. They provided people with Cabernet Sauvignons at various price points, with bottles ranging from $5 to $90. Although the tasters were told that all the wines were different, the scientists were in fact presenting the same wines at different prices.
The subjects consistently reported that the more expensive wines tasted better, even when they were actually identical to cheaper wines.
The experiment was even more unusual because it was conducted inside a scanner – the drinks were sipped via a network of plastic tubes – that allowed the scientists to see how the subjects’ brains responded to each wine. When subjects were told they were getting a more expensive wine, they observed more activity in a part of the brain known to be involved in our experience of pleasure.
What they saw was the power of expectations. People expect expensive wines to taste better, and then their brains literally make it so.
These prototypes are available for any wine companies that feel like pioneering a new mode of distribution and consumption. However, so far, there are no takers.