The right name actually makes wine taste better. And that name is hard to pronounce, reports wine researcher Antonia Mantonakis, Brock University in Ontario.
“Participants not only reported liking the taste of the wine better if it was associated with a difficult to pronounce winery name. But they also reported about a $2 increase in willingness to pay,” Mantonakis says.
Exotic names lure in the people who consider themselves expert. To sell to your regular wine drinker, be cute and funny.
(1612 is a reference to Shakespeare, who created many new words, including “eyeball” for example.)
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