Reminds me of the time I tricked my housemate years ago by drinking his fancy single malt scotch then replacing the contents with some really cheap Spanish whisky. He came home took a sip and said "aaah, you can't beat the taste of a fine Scottish single malt". The bottle and label were enough to convince him it tasted good.

(NB I'm not claiming there is no difference in flavour and quality - there absolutely is - but it's interesting how easily suggestible people are by the external appearance)