Friday, June 12, 2009
The Double Blind Whiskey Experiment
During college one of my friends went home over the holidays and his dad setup a bourbon tasting experiment. They were both fond of the W.L. Weller Bourbon and decided that they would test it against two other brands of whiskey. To ensure that they were impartial, his dad set it up as a double blind experiment where neither of them knew when they were drinking Jim and Coke, Jack and Coke, or Weller and Coke. They both choose Weller as their favorite, but I still think about that experiment from time to time. The thing I keep coming back to is that I cannot for the life of me figure out one person can setup a whiskey tasting experiment where they don't know which brand is in which glass, but in the end you can open up some sealed envelopes that reveals everything. It's baffling.