I found this segment on Science Friday interesting. Turns out the experience of wine is influenced by not only the wine's color and sound, but also by contextual factors such as the heft of the bottle and the color of the room in which they are tasting. Some empirical data is discussed. Wine experts were not immune to these influences.http://www.sciencefriday.com/segments/a-wines-tint-can-color-your-perception/
Man : I can't understand how a poet like you can eat that stuff.
T. S. Eliot: Ah, but you're not a poet.