time, taste and enjoyment
“University of London philosophy professor Barry Smith once introduced the concept of the Provencal rosé paradox. Why is it that the wine enjoyed in the south of France never tastes as good at home? He was commenting on atmosphere — and few things are more enjoyable than sipping chilled Provençal rosé ‘au bord de la mare’. Arguably, it's also a comment on the role of temperature — because one way to improve the tasting experience at home is by serving the right wine at the right temperature.”