New Research Makes the Case for Rethinking How We Judge Red Wine

A wine’s deep, dark color can set high expectations, but a Cornell-led study suggests it offers little indication of how much someone will enjoy the taste. The findings could encourage drinkers to look past appearance and give lighter reds a chance.

What the study found

Published in the American Journal of Enology and Viticulture, the study involved 82 regular red-wine drinkers. Researchers presented them with eight unidentified wines: three Pinot Noirs and five wines made from hybrid grape varieties.

Participants rated each wine’s color and how much they expected to like it before tasting. After sampling the wines, they rated their actual enjoyment.

Appearance influenced expectations. Several hybrid wines were judged visually appealing, while wines with lighter tones or more yellow and brown hues tended to receive lower appearance ratings and inspire less anticipation. But color was only a weak predictor of how much participants liked the wines after tasting.

The researchers concluded that while color can shape expectations about quality, it is not a reliable guide to actual enjoyment.

Why lighter hybrid wines matter

Some wines made from interspecific hybrid grapes—crosses between species in the Vitis genus—are lighter in color than many familiar reds. Varieties such as Marquette and Maréchal Foch can therefore prompt concern among producers about whether consumers will accept them.

These grapes may be valuable as vineyards face climate-related challenges, including warmer temperatures, shifting weather patterns, drought, extreme heat and wildfire. Depending on the variety, hybrids can offer greater cold hardiness, resistance to some fungal diseases, or better tolerance of heat and drought.

The study suggests that a paler appearance may be less of an obstacle than producers have feared.

Context can change first impressions

Wine director Nicole Sullivan says lighter-colored wines can surprise guests who expect a richer-looking red. At the Philadelphia restaurants where she oversees the wine program, she often introduces these bottles herself and explains the producer and winemaking style.

That extra context, she says, can help guests reconsider their first impression. The broader takeaway is simple: a wine’s color may shape what you expect, but tasting it is the better way to decide whether you like it.

Read the Cornell study announcement.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!