One study from Ontario's Brock University revealed that wine enthusiasts are more likely to enjoy a wine if it has a fancy or difficult-to-pronounce name. They're also willing to pay more for it.
Wine researcher Antonia Mantonakis conducted a marketing study in which she asked participants to taste various wines, then report how much they liked and were willing to pay for each. "Participants not only reported liking the taste of the wine better if it was associated with a difficult to pronounce winery name. But they also reported about a $2 increase in willingness to pay," Mantonakis told NPR in 2012.
-- J. Yadegaran, staff