You know when you buy an exquisite $25 bottle of wine on vacation, only to find it tastes like your average $12 bottle when you crack it open at home?
No, your memory isn't deceiving you -- you're experiencing a psychological phenomenon that one Oxford University professor is determined to prove.
Psychology professor Charles Spence claims that the same wine can taste either fruity, bitter or acidic depending on the lighting and sound of where a person drinks it.
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For example, he suggests that drinking wine in a room with white or cream walls may be to blame for a bland-tasting wine.
“The wine is still the same," he tells The Telegraph. "The only thing that has changed is your environment. So if you want to enjoy your holiday wine you need to recreate, as far as possible, the moment that you drank it."
To test his theory, Spence will undertake the biggest multi-sensory experiment on the psychology of wine drinking at the Streets of Spain -- a UKRead More »from This psychology professor is about to change the way you drink wine