Perception influences reality to a huge extent. If a slice of the same yellow cake is colored green, testers will report detecting a vague mint flavor. Similarly, if it is brown, they will sweat there is chocolate present. While our sense of sight can deceive our taste buds, so to can our preconceived notions regarding a given product. Is Weller Full Proof better than Maker's Mark Cask strength? Do you have a friend that has really hyped up everything Buffalo Trace? If you have a favorable opinion or nostalgia for either brand, it could influence your ranking beyond that of the actual tasting experience. Blind tasting, simply where the taster does not know for sure what is in the glass, helps us mitigate for these external factors to better empirically assess a product without confirmation bias or suggestion bias ( placebo ). Background on the Practice of Blind Tasting Blind tastings have been used throughout history, though the popularity of the practice in Beer, Wine, ...