[9 June/ ABC]

A University of Adelaide study has shown wine drinkers are willing to pay more for wine with emotional or evocative descriptions. Associate Professor and Project Lead, Sue Bastian, said when wine labels had an emotional or elaborate description, there was a significant increase in the expectations of what they thought the wine was going to be like. Ms. Bastian added that when given the wine, it was rated much higher on liking and how much they were likely to pay for it. Ms. Bastian hopes this research might encourage wine producers to spend more time sharing their history and seeking customer comment.