It certainly has a lot to do with branding and maintaining the myth of the brand. Some may argue that observing the ‘ritual’ of the correct pour and presentation meets an expectation of experience that transcends rationality. Equally powerful stuff.

I’m reminded of a research study around vodka where they took the same expensive vodka and kept it in its own bottle, as well as placing it in a cheap competitors bottle. I’m sure you can guess which vodka was overwhelmingly preferred, even though both were exactly the same, only the labels were different.

I’ve also witnessed people in a workshop unable to tell the difference between Tesco sparkling water and San Pellegrino even though there is a 5x difference in price between the two.

I have serious doubts anyone can tell whether a stout has had 1,2 or 6 pours.

Can you blind tell a guinnes poured in 6,3,2 or 1 goes apart?
Would you say guinees is you favorite pint of stout in a blind test?
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