The great taste of that über-expensive tea may just be in your head—literally
A wine-tasting experiment by CalTech and Standford University's business school found that the pleasure centers in the brains of their subjects, which were electronically monitored, actually registered greater pleasure when drinking what they were told was a 90-dollar-a-bottle wine than when they drank the exact same wine that was presented to them as a different wine costing only 10 dollars per bottle.
Whereas we all know that exceedingly reasonably priced Mellow Monk teas taste good because they really do taste good, as customer feedback shows.
Some day I'll have to do a blind taste test against a much more expensive competitor. Any takers out there?
Purification water at the entrance of Kokuzo Shrine in Aso, Japan. The shrine is located at the inner edge of the volcanic caldera (valley) where Mellow Monk tea is grown. Yes, you are allowed to drink this water—that's what the ladles are for. In fact, the water at this particular shrine is astoundingly delicious. It's natural spring water right out of the surrounding mountains, and it is fantastic for brewing tea, too.
—Mellow Monk
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Labels: beverage industry news, green tea basics
posted by Mellow Monk @ 9:13 AM
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2 Comments:
I'm always for the idea of tasting more tea :)
This reminds me of an experiment Penn & Teller did on their showtime show. They took water from a garden hose and told people it was elegant water from the waterfalls in Fuji - or some such nonesense. And people believed it!
The timing of this article was perfect for me personally, because I had just been to a party where we tasted a lot red wines -- most of them over $50 a bottle. We *should* have done a blind taste test, but what the host did was tell everyone the price of the wine as he poured it -- and a lot of people were, I thought, blinded by the price and the brand, because many of them liked the most expensive wine, whereas what yours truly humbly thought was the best one was the least expensive. The expensive ones were *very* overrated, I thought.
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