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Choosing Wines at the Touch of a Screen

The waiter hands you a wine list as you sit down. Now if you don't know a lot about Wine, like most people, you're probably wanting some help picking out some wine and you'd rather avoid the whole uncertainly of the process. Normally you'd turn to the wait staff, however, they're  a little too used car salesman for your taste. 

But what if they handed you an iPad complete with the recommendations of wine writer Robert Parker Jr. — he's an expert and carries a lot of credibility. And we know, when you're uncertain about what to do is the time you are most likely to rely on a perceived authority figure to help you decide what do to. the result, sales are up 11%.

In the words of the New York Tiimes article “It doesn’t make the sommelier worthless, but we all like to own our decisions.”

Mr. Kendall, 43, described himself as a bit of a wine poseur. He has vacationed in Italy and Napa Valley and has a cellar at home, but he cannot remember a label from meal to meal. He knows just enough, or perhaps just little enough, to become suspicious whenever a waiter recommends a vineyard he does not know.

“In the back of your mind,” he said, “you're always thinking: ‘O.K., is this some kind of used-car special? Did they just get 200 bottles of this?' “

But Mr. Kendall said the ratings he found on the iPad — by the wine writer Robert M. Parker Jr. — carried credibility. He decided that the price of the cabernet franc was justified by Mr. Parker's award of 92 points out of 100. “I found a bottle of wine that I never would have tried, and it was wonderful,” he said.

Continue Reading @ New York Times