Wine: Ignorance Is Bliss

individuals who are unaware of the price do not derive more enjoyment from more expensive wine.


[People] on average enjoy more expensive 
wines slightly  less. For individuals with wine training, however, we find 
indications of a positive relationship between price and enjoyment

Experts have different tastes. So expert recommendations are not useful unless you’re also an expert.

How do you get to be an expert? I presume, by aligning your preferences with those of the experts.