New Wine Fundamentals: Introduction

UNDERSTANDING WINE PERCEPTION, PREFERENCES & VALUES

This material is offered free by Tim Hanni MW, please notate source if information is used for any other purposes than the New Fundamentals of Wine curriculum.

Please do not revise without written consentCopyright 11/2010 HanniCo Llc, all rights reserved

Tim Hanni MW [email protected]

04/09/23 Copyright 2010 HanniCo LLC [email protected]

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Learning about wine is challenging…

•Wine language is confusing.

•I seem to get contradictory messages and information.

•Why don’t I like the wines I am told I am supposed to like?

Especially if you don’t understand our differences!


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Why You Like What You LikeWhat YOU experience

How YOU interpret the experiences

Determines YOUR Personal Wine Preferences and Values


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Focus on ENJOYMENT

Drinking wines that taste wonderful.

With the foods YOU really enjoy.

Learning to understand and celebrate our individual differences and preferences.

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Why You Like What You LikeThe Pieces to the

Wine Preference Puzzle

– Sensory Physiology

– Sensory Psychology


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Personal Preferences: Yum versus Yuk

Physiology (sensory hardware):

– Reception and transmission of sensations

– The range and intensity of sensory information sent to our brain

The sensations you may experience can

occur differently to other people.


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Personal Preferences: Yum versus Yuk

Psychology (sensory software)

– How your brain processes the sensory information it receives

– The emotions and judgments strongly connected to YOUR personal memories and experiences.

Our INTERPRETATION of sensations can vary dramatically and CHANGE OVER TIME.


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Sensory SensitivityAnatomy: how many taste/smell/touch/etc. receptors, what kind, signal strength =

Range and intensity of of sensations

Learning, Observation

Culture,Environment

Life Experiences

PERSONAL OPINIONS

Right vs. WrongGood vs. Bad

Like vs. Don’t Like

Your wine preferences Are a unique combination of your sensory hardware and software


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Sensory Physiology


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Physiology and Personal Preferences


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TasteSQ (sensitivity quotient)

• Our sensory anatomy can differ dramatically AND

• This greatly influences experiences and personal preferences.

NOT good or bad, no better or worse – just different

More than 12,000 3,000 is average Less than 500


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MORE Sensitive LESS Sensitive

• Coffee: Yuk or need LOTS of cream and sugar

• Salt: LOVE salt or salty snacks

• Artificial Sweetener: tastes horrible!

• Coffee: may or may not need some cream and sugar

• Salt: Like salt or salty snacks

• Artificial Sweetener: unpleasant or ‘different’ but may be bearable.

• Coffee: black and strong, often loves Scotch and cigars

• Salt: Not usually an issue

• Artificial Sweetener: usually no problem.

TasteSQ Correlates to MANY Preferences:Food and beverage preferences

Hyper- Sensitive

Sensitive Tolerant Sweet

Remember preferences are often RE-PROGRAMMED over time (acquired tastes)

High alcohol wines BURN! High alcohol wines SWEETHigh alcohol wines IRRITATING


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MORE Sensitive LESS Sensitive

General preferences for wine styles

Hyper- Sensitive


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SWEETFor people who want sweet wines. Period.

These wines are fresh, delicious and

perfect for those who demand sweetness

in their wines.

DELICATEWines that tend to have more delicacy

than power.Especially for people who want wines with less bitterness and

lower alcohol.

SMOOTHWines that combine

intensity and balance are

important .These wines tend to appeal to a wider range of personal tastes in

general.

INTENSELove intensity and power? Then these wines may be the

ones for you. These wines tend to have

power and generally higher alcohol levels.

High alcohol wines BURN! High alcohol wines SWEETHigh alcohol wines IRRITATING


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Moscato

Red Zinfandel

Riesling

Pinot Noir

Sauvignon Blanc Syrah/Shiraz

Dry Rose Cabernet Sauvignon

Merlot

Hyper- Sensitive


TasteSQ

Wine Types and Flavor Categories

Wine Preferences Map

White Zinfandel Chardonnay

Sweet Delicate Smooth IntenseSWEET Wines DRY Wines (not sweet


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Sensory Psychology


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Why You Like What You Like

Your opinions: YOUR experiences and how YOU interpret wine sensations

Immediate (occuring) senasations are compared with our past experiences and allow us to evalute and form opinions

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YOUR Memories and ExperiencesAffect Your Wine Descriptions and Preferences

“This wine reminds me of fresh cut grass on a summer day…”

The ‘grassy’ smell of Sauvignon Blanc may be ‘yum’ or ‘yuk’ depending on YOUR personal experiences with lawns and/or grass.

Your reactions and preferences can easily change over time as you have new experiences.

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Why You Like What You LikeWhat YOU experience (TasteSQ)

How YOU interpret the experiences

Determines YOUR Personal Wine Values and Preferences


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What to do next…

PRACTICE AND PASS IT ON:

Conduct the TasteSQ interview with friends, family and associates. See what they think and practice to get really good at it.You can go to www.yumyuk.com for more information and the online TasteSQ interview.

Remember The Mission:

Understand, embrace and cultivate all wine consumers

…and don’t forget to have fun!

http://www.yumyuk.com/


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For more information contact:

Tim Hanni [email protected]

mailto:[email protected]

New Wine Fundamentals: Introduction

Education

Transcript of New Wine Fundamentals: Introduction