In this paper we investigate how knowledge and experience influence aesthetic perception. We begin with a discussion of recent evidence from perceptual research in wine tasting that turn out to have significant implications for aesthetic perception. We argue that these results suggest not only that knowledge and experience (what we call “competencies”) are central to determining what is tasted and how, but that this happens because such competencies are an important part of the type of “project” that is undertaken with respect to the object. Our analyses suggest that there must be a distinct aesthetic project for wine tasting, and that this project must include specific competencies. We believe this conclusion holds also for aesthetic experience more generally.