Wine gimmick of the week.

Here's a new way to separate you from that pesky $49.95 you've got jingling in your pocket: The Wine Clip. It's a magnet (Oooo! A rare earth magnet!) that you clip onto the neck of a wine bottle, and as you pour the wine out, the magnetic field sets up an electrical charge (wine being an electrical conductor, and all, passing through the field) which breaks large molecules into smaller ones. Thus, it breaks up large tannin molecules into small tannin molecules, which makes the wine smoother - or so they claim. They do say that it works equally well with a $10 bottle of merlot and a $300 bottle of cabernet sauvignon, which I can well believe.

It's great fun watching the video of a taste test with this magnet, one of four they supposedly did: "Which of these two glasses of wine we just poured from the same bottle - one with the Wine Clip on the neck of the bottle and one without - tastes better?" and then they turn over the corresponding card. Six of the seven "picked" the glass identified as having been poured through the Clip. The best part is trying to decide whether the individual testers were in on the secret from the beginning, or both glasses had "poured through the Wine Clip" cards so whichever they chose would be the right answer, or this was the only one of the tests they ran where a majority picked the glass poured through the Clip.

Probably the most interesting part of this silly product is that the Strategic Advisor to the Wine Clip is none other than John Sculley, late of Apple and Pepsi.

Why, yes, I do think the Emperor's new clothes are very nice, indeed.

Update (Dec. 11, 2003): Just to be clear, I have not - yet - tried The Wine Clip or done blind taste tests with it. If and when I do, I'll report on what I find - and if I have to eat my words, I'll have better-tasting wine to wash them down with.