Mar 23, 2008, by Collin Payne (Cornell University) Changing the label on a wine can not only change diners' opinions of their wine, but also how much of a meal they consume.
	The quality of wine you consume in a restaurant, or at least your perception of it, influences the quantity of food you eat. Here is the description of an experiment that we ran in 2005. The work is published in the journal “Physiology & Behavior” (see reference).

Forty-one diners at the Spice Box restaurant in Urbana, Illinois were given a free glass of Cabernet 
Sauvignon to accompany a $24 prix-fix French meal. Half the bottles claimed to be from Noah's Winery
 in California. The labels on the other half claimed to be from Noah's Winery in North Dakota. In both 
cases, the wine was an inexpensive Charles Shaw wine!

Those drinking what they thought was California wine, rated the wine and food as tasting better, 
and ate 12% more of their food.

It comes down to expectations. If you think a wine will taste good, it will taste better than if
 you think it will taste bad. People didn't believe North Dakota wine would taste good, 
so it had a double curse – it hurt both the wine and the entire meal. 
Wine labels may throw both a halo or a shadow over the entire dining experience.

To confirm this, we conducted a similar study with 49 MBA students at a wine and cheese reception.
Again, those given wine labeled from California rated the wine as 85% higher and the cheese as 
50% higher. 

Small cues such as origin or a wine or whether the label or name catches your eye possibly even trick 
serious Foodies.  For restaurants and wineries, it's important to keep a keen eye on the possible halo 
or shadow of wine labels. Diners, on the other hand, should be careful to not overpay for a pretty bottle.

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Reference:
Wansink, B., Payne, C.R. and North, J. (2007), Fine as North Dakota Wine: Sensory expectations and the intake of companion foods. Physiology & Behavior 90, 712-716.