Changing labels on wine bottles alters diners' opinions of the wine, meal and restaurant, according to recent research in the US.

Cornell University researchers gave diners at an Illinois restaurant that serves three-course prix-fixe dinners a complimentary glass of Cabernet Sauvignon before they were served their US$24 French meal.

Half of the bottles were elegantly labelled as being from Noah's Winery in California, while the balance bore labels identical except for being sourced from North Dakota. The wine was in fact 'Two Buck Chuck' sold at about $2 a bottle.

Drinkers of the wines labelled as being from California praised their drinks and food as better tasting and consumed 11% more food than the 'North Dakota' wine drinkers.

They also lingered 10 minutes longer and were more likely to make return reservations, according to the study reported in the journal Physiology & Behavior.