But Cantine Florio, a centuries-old company on the coast of Marsala, wants to rehabilitate the sweet wine's image.
Use a smaller wine-themed image for these cards.
How can anyone possibly drink these wines, with images of starving infants all over the world leaping into the imagination as one snuffles up the glorious aromas of gravel, blackberries, tobacco, and sweet hints of cinnamon and vanilla?
Cover image: Wine from the United States is displayed next to Chinese wine at a supermarket in Beijing, Friday, March 23 , 2018
Indeed, we noticed that associating wine to an image of greater visual impact, i.e. an evocative landscape, induces a significantly higher preference for the tasted wine.
"The idea that you need a posh pad out in the country in order to produce good wine is an image I'm trying to fight".
The fallen yeast cells leave a small slurry which goes against sparkling wines' beautiful crisp image.
The idea of making your own wine conjures up images of plastic tubing and vats bubbling away in airing cupboards.
However, what if making your own wine conjured up images, instead, of a valley in Southern Europe, snow-topped mountains in the distance, olive and almond groves climbing up the hillsides and an abandoned, 100-year-old vineyard, that you'd bought for less than the price of a used Ford Mondeo?
