May 10, 2010, 1:44 pm

Jacob’s Creek, the UK’s favourite wine brand is running a promotion with Farringdon-based restaurant, Dans Le Noir, where diners will be able to take part in the ‘Jacob’s Creek Taste Experience’.

Consumers will sample a selection of three Jacob’s Creek white or red wines in total darkness and rank them in order of taste preference, before the varieties are revealed to them in the light. The promotion encourages people to challenge their taste perceptions by tasting wine in darkened conditions, allowing them to abandon all their pre-conceptions about colour or grape variety.

Dans Le Noir offers a unique dining experience where customers eat in total darkness, allowing them to completely re-evaluate the notion of taste. The ‘Jacob’s Creek Taste Experience’ comes in response to new research released by Jacob’s Creek revealing that nearly 9 in 10 of the British public (87%) would opt to take a taste test if it became available. The results also reveal that we consider our taste buds worthy of assessment and despite the strong majority of Brits thinking we have a good sense of taste; it would appear that we would like some reassurance that we are getting it right.

The promotion will run for three months. All participants will be given a £2 off voucher to be redeemed in-store against any of the Jacob’s Creek range.

To participate, contact Dans Le Noir on 020 7253 1217 and quote ‘Jacob’s Creek Taste Experience’.


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