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Research

Research

Lighting Influences Taste of Wine and How Much Consumers Are Willing to Pay for It

Lighting influences how wine tastes and how much consumers are willing to pay for it, based on a series of three German experiments in which more than 500 people tasted white Riesling wines. The study report, “Ambient Lighting Modifies the Flavor of Wine,” was published in the December 2009 issue of Journal of Sensory Studies. [...]

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