Blind tasting is the best way to assess wine quality unmediated by brand hype. The problem — at least for the taster — is that your later recollection of the wine is not supported by a visual message.

I’m not an expert in matters of memory, though I had been — for a short time and many years ago — a lecturer in a course offered at Wits designed to enhance the speed-reading and memory skills of students and staff. Unsurprisingly, visual association was held to be important in enhancing recall...

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