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More Thoughts on Blind vs. Non-Blind Tasting
- General Interest
- Written by Fred Swan
- Monday, 17 March 2014 05:00
Another Reason for Tasting Blind
There’s one reason I didn’t mention in my recent article that magazines taste blind: advertising. Wine newsletters, and most blogs, do not accept ads from wineries. Magazines depend on them. This creates considerable opportunity for conflict of interest. The same is true outside the wine industry too, be it music, consumer electronics or automobiles. [Newspapers reviewers don’t always taste blind, but winery ads are an infinitesimal portion of their revenue.]
Magazine publishers talk about “the separation of church and state,” essentially a firewall between the ad and edit sides of most magazines. By and large, this works. There are always advertisers here and there who complain to their ad reps about a bad review, lack of coverage, etc. The sales guys simply say that they don’t have any ability to sway coverage and that ends it. Sometimes a company will pull their ads, but that’s rare.
The potential for influence is there though. The practice of selling a winery ads in the same section in which a positive review or article about that winery appears leads to consumer and industry suspicion. Without blind tasting there would be even more concern about high scores being more likely for big advertisers.
That said, it seems wine reviewers are often held to a different standard than critics in other product segments. Reviews of CDs and concerts aren’t blind. The reviewer always knows who they’re listening too, who the publisher is and the music is received as a free sample, not purchased in a store. Likewise, restaurant reviewers know where they are going, who the chef is and who owns the restaurant. The same is true of reviews for movies, cars, etc.
Surprise Winners in Blind Tastings
Wine and restaurant reviewer Michael Cervin mentioned in a comment on my last article that, in judging situations, he’s sometimes seen people be surprised by the wines to which they’ve given good scores. I’ve noticed this as well. There’s no question that, sometimes, the engineered yumminess of an inexpensive wine wins people over in blind taste tests. Quality in high-volume wines gets better every year.
I’ve also noticed a certain amount of self-selection from wineries when it comes to contests vs. print/online reviews. Wineries which would never submit their product to a newsletter, or even a magazine, will enter into big blind-judging competitions. I can easily think of four different reasons for this.
- Some producers are concerned their wine won’t make the first cut with reviewers.
- It’s more cost effective to pay a small fee and send a few bottles to one contest than it is to ship dozens of individual bottles all over the country.
- Contest results are non-points based. A gold medal is a gold medal, and even bronze sounds better than 84.
- Medals and ribbons look impressive hanging from bottles in a tasting room.
The Difficulty of Judging Typicity in Fully Blind Tastings
I think knowing the variety while tasting is important. Otherwise, blind tastings can occasionally result in inappropriate ratings due to lack of information. If the goal is just to find tasty beverages or the best among unconventional blends, that’s one thing. But, if the wine is varietally labeled, it should be varietally correct to merit a high score. Varietal labels set expectations for consumers. It’s a reviewer’s job to determine whether or not the wine meets those expectations.
This may seem like an edge case, but non-varietally correct wines appear more frequently than you might imagine. Just the other day I was at a group tasting, blind, of Chardonnay from very reputable producers. One of the wines was enjoyable but did not smell at all like Chardonnay. It smelled and tasted of apricot and botrytis. There was a little residual sugar and fairly high acidity. Had we not known what it was supposed to be, we would have all thought it to be a good-quality Riesling.