People Don’t Want to be Told What They are Tasting!

images.duckduckgoA Cornell University study has found that winery tasting rooms with tasting sheets that  include sensory descriptions sell significantly less wine.

Download it HERE.

In the study, winery tasting rooms alternated two sets of information sheets, one with sensory information, one without. Sales increased by 10% when the sensory information was not given.

Examples of tasting notes with and without sensory information:

With sensory description:
2011 PINOT GRIS-NEW RELEASE——16.00 Deep lakes and sloping shorelines create the perfect climate for growing Pinot Gris, producing rich and fruitful flavors. Dry and full-bodied with decadent flavors of pink grapefruit, honeysuckle and lemon meringue. Enjoy this wine with grilled salmon and fresh herbs or cream-based soups like chowders and vichyssoise.

Without sensory description:
2011 PINOT GRIS——NEW RELEASE——16.00 Deep lakes and sloping shorelines create the perfect climate for growing Pinot Gris. Enjoy this wine with grilled salmon and fresh herbs or cream-based soups like chowders and vichyssoise.

Cornell also found that customer service is the most important factor in boosting tasting room sales