Have you ever wondered why a baguette tastes so much better in Paris than one from even your finest local bakery? Or why your memory recalls the wine from your favorite winery visit tasting better at the winery than that same bottle at your dining table? Was it the curated presentation at the winery or the enchantment of the moment that contributed to the memory of that delicious taste? As a scientist, psychologist, and admirer of wine, I have pondered this mystery over countless bottles.
And as it turns out, it is a combination of science, psychology, and a bit of knowledge of presentation that likely contributes to the memory of the enhanced taste and experience of the baguette or wine.