But it's always going to be subjective. Everyone has their own preferred taste in different things. I am going to say that a lot of "wine experts" were able to taste the difference in the same exact wine, though, they didn't realize they were drinking the same wine.
Basically, they gave wine experts this one popular more expensive wine while also giving them more of the same wine, only labeled differently. They had a really strong preference towards the wine they were more familiar with the wine that was labeled differently, even though it was the same exact wine.