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On Tasting
The Magnetic Appeal of Wine
Sunday, 24th September, 2006  - David Farmer
Uri Geller would have loved running a wine tasting.

There are several devices on the market that use magnets to improve the taste of wine. They can make rough wines smoother and fruitier and young wines take on desirable aged characters. That at least is what they claim.

The Bev Wizard, retailing at U.S. $30, is the invention of Patrick Farrell. From tying magnets to the neck of a bottle he graduated to the final product, a moulded plastic device that looks like a regular non-drip pourer and has an air hole to speed up oxygenation.

Another is The Wine Clip, which clasps around the bottle neck. More complex is the Perfect Sommelier which "consists of two units containing magnets; a heavy thick circular base, like a wine coaster, on which the opened wine bottle is placed, and a top that sits in the opened neck of the bottle".

Our favourite though is the Wine Enhancer which we wrote about previously in December, 2005

This devise is not based on magnets and works with crystals by "collecting this natural energy, amplifies and then broadcasts these life supporting energies in an organized coherence through the top centre of the devices or back centre of the mini wine enhancer into whatever is placed in contact of it."

As is normal with these devices the advertising brochures and product puffs are sprinkled with just enough quotes from authority figures to give the product credibility. There is always someone who should know better who will endorse a product and which illustrates the power of third party endorsements in selling items.

Of ongoing interest is the ingenuity shown to come up with useless products designed to get us to part with our hard earned money. The wine business has as many contraptions as any other business area from outrageously shaped glasses to millionaire corkscrews and waiters friends so who can get too worried about magnetic enhancers.

Also these devices demonstrate how susceptible we all are to imagining things in wine and how the most subtle outside influence can sway our ideas about wines. In the hands of a master you would have to show steely determination not to believe the magnetic device was not working. My experience suggests you can get tasters to see anything if you set the tasting up correctly.

What a field day the master spoon bender Uri Geller would have running a wine tasting; then again he would be too expensive to show us the art of the magician.

Reading about the magic of magnets Iím left with a puzzle and that is why do the promoters of these products tell us they only work with lower priced wines? There must be a great insight into selling and marketing in this but I cannot see it

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ON TASTING ARCHIVE 2013
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Thursday, 8th August, 2013

A Wine for Richard

Monday, 5th August, 2013

Morrisons - Never Fail Method for Buying Wine

Tuesday, 9th July, 2013

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Wednesday, 2nd May, 2013

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Wednesday, 24th April, 2013

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Friday, 22nd March, 2013

The Five Secrets of Stylish Women Applied to Drinking Wine

Tuesday, 12th February, 2013

ON TASTING ARCHIVE 2011
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Saturday, 10th December, 2011

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Sunday, 20th November, 2011

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Friday, 26th August, 2011

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Sunday, 24th July, 2011

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Sunday, 15th May, 2011

ON TASTING ARCHIVE 2009
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Wednesday, 25th November, 2009

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Wednesday, 25th November, 2009

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Friday, 30th October, 2009

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Thursday, 8th October, 2009

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Friday, 2nd October, 2009

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Monday, 21st September, 2009

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Monday, 21st September, 2009

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Thursday, 3rd September, 2009

Wine Advice from Craigslist

Thursday, 3rd September, 2009

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Thursday, 26th March, 2009

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Friday, 26th December, 2008

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Friday, 2nd May, 2008

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Friday, 11th April, 2008

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Friday, 11th April, 2008

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Monday, 4th February, 2007

ON TASTING ARCHIVE 2007
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Sunday, 9th December, 2007

One in Five Cannot Smell Alpha-ylangene

Monday, 24th September, 2007

Charles Must Love It

Friday, 24th August, 2007

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Thursday, 28th June, 2007

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Firday, 24th May, 2007

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Monday, 19th March, 2007

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Monday, 29th January, 2007

ON TASTING ARCHIVE 2006
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Sunday, 12th November, 2006

Wine Labels, Ranking, Ratings, Experts and Wine Prices

Friday, 27th October, 2006

A Story About Verdelho

Wednesday, 4th October, 2006

The Magnetic Appeal of Wine

Sunday, 24th September, 2006

Geology Cannot be Found In Wine

Thursday, 18th September, 2006

More on the Impact of Scoring Wines Out of 100

Thursday, 14th September, 2006

How a Three Star Wine Became a 90 Point Wine

Saturday, 9th September, 2006

High Alcohol - The Debate Rolls On

Tuesday, 5th September, 2006

So You Suffer from Anosmia

Monday, 7th August, 2006

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Tuesday, 18th July, 2006

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A Little Spat Over Chateau Pavie

Thursday, 15th June, 2006

After All This Time - Now They Tell Us

Tuesday, 13th June, 2006

Winemaking and the French Touch

Friday, 9th June, 2006

The Judgement of Paris Part II

Monday, 29th May, 2006

Why Do Chardonnays Seldom Win Trophies?

Friday, 5th May, 2006

The Other French Paradox

Tuesday, 2nd May, 2006

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Sunday, 30th April, 2006

Judging Wine and the View of the American 'Wine Spectator'

Thursday, 6th April, 2006

The World Versus Robert M. Parker, Part Three

Saturday, 18th March, 2006

Halliday v Parker Continues to Attract International Attention

Thursday, 5th January, 2005

ON TASTING ARCHIVE 2005
"Thank You Mr. Evans and Sorry Mr. Parker"

Thursday, 8th December, 2005

The Differences of Opinion Continue: Mount Mary Quintets vs. Robert M. Parker Jr. Part 2

Monday, 5th December, 2005

Sharp Differences of Opinion Over Mount Mary

Monday, 14th November, 2005

The Views of the Economists With a Sense of Humour

Friday, 14th October, 2005

Wine Quality: Does Terroir Matter?

Friday, 14th October, 2005

Thoughts on Wine Judging

Thursday, 13th October, 2005

What You See Affects What You Smell and Taste

Tuesday, 13th September, 2005

The New Taste of Wine

Friday, 2nd September, 2005

Consumers Disagree with Wine Experts

Saturday, 27th August, 2005

Drinking From Special Wine Glasses

Thursday, 4th August, 2005

Now, This Wine Drinks Well, Night After Night

Monday, 18th April, 2005

Corks, Stelvin Caps and Oxygen

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ON TASTING ARCHIVE 2004
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Saturday, 11th December, 2004

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What Do Show Medals Mean - Part 2

Tuesday, 7th December, 2004

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Friday, 3rd September, 2004



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