Longitudinal Wine Research Project

with Professor Gareth Morgan DipWSET

This page provides information about the longitudinal wine research project which I am co-ordinating over a 20 year period.

The research tastings:  More than 50 participants have agreed to convene at 10 year intervals to re-taste the same wine.  The project represents an informal collaboration between Sheffield Business School at Sheffield Hallam University, and my former wine consultancy firm Oinoudidasko Wine Education.  The initial tastings took place in November 2005 / January 2006, and the second round took place in November 2015.

The final tasting took place at a single location on the outskirts of York on Friday 21 November 2025.  There were 39 participants.

The results have now been analysed and and preliminary report is now available (published 31 January 2026). Please click here to download a copy (44 page PDF, 2.3Mb).

At this stage it is issued purely as a discussion draft: feedback from participants and others is very much welcome. If possible, please respond by 28 February 2026 by email to research@oinou.co.uk.

If you are a participant in this study - thank you so much for your time and commitment over such a long period. The final report is dedicated to you.

Even though the final tasting has happened, I invite you to keep me up to date with any changes to your contact details - I can be reached as below.  For each participant, I am keeping a record of your name, home address, telephone number (home and mobile if you wish to give both) and at least one e-mail address in order to have the best chance of reaching you. I am also keeping your scores and comments on the wines from each of the tastings you attended.   GDPR/privacy notice: I am holding this information solely for the purposes of this study.

Do get in touch if you have any queries: thank you for your support.  I also send occasional wine-related tweets as @WineGareth - replies welcome but please use email, phone or post to tell me if your contact details have changed.

If you are not involved but would like to join the study - I am sorry, but it is too late!  Participants had to be available for one of the initial tastings in 2005/06!