When it comes to choosing wine, do you actually know what you are looking for.
Apparently 355 of people choose their wine based on the bottle and 27% choose it based on a luxury or premium label.
To challenge British views around choosing wine, Lidl is offering a series of wine tasting in the dark pop-up events.
And the best news is that tickets are just £4, plus a 90p booking fee, with all proceeds going to the NSPCC to help keep children in the UK safe.
The idea is that guests focus just on the taste to determine the quality.
The events in London, Manchester and Glasgow will feature night-vision google clad waiters and a discombobulation chamber – a candy cane striped space which throws off their senses with clever tricks of scale.
Once their senses are well and truly confused, they’ll enter Cellar Noir, where they will blind taste eight wines, led by Lidl’s Master of Wine Richard Bampfield
After the tasting, they will be guided into the Salle de Noel – a festive wonderland decked out with real Christmas trees, mince pies, and a cheeseboard of snacks.
Richard Bampfield Master of Wine said: ‘At Lidl Chateaux Noir, we want to encourage visitors to see if they can identify a wine’s quality in a completely new setting – using darkness to dispel common prejudices that come with buying wine.
‘This is a unique opportunity to forget everything you thought you knew about wine and come and challenge your senses with us.’
Lidl Chateaux Noir will open on 8 and 9 November at 46 Great Titchfield Street, Soho, London – before travelling to the Deansgate Underground Arches, Manchester on 16 and 17 November, and Argyle Street Arches, Glasgow on 23 and 24 November.