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.
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