Upload
timhanni
View
703
Download
0
Embed Size (px)
DESCRIPTION
Learning about yourself makes learning about wine much more fun and relevant! The New Wine Fundamentals is a unique, flavor-based approach to an intimidating and confusing subject. Learn more at www.timhanni.com and visit www.yumuk.com to discover your TasteSQ and get personalized wine recommendations. My mission is to help understand, embrace and cultivate all wine consumers. Tim Hanni MW
Citation preview
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]
2
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!
04/09/23 Copyright 2010 HanniCo LLC [email protected]
3
Why You Like What You LikeWhat YOU experience
How YOU interpret the experiences
Determines YOUR Personal Wine Preferences and Values
04/09/23 Copyright 2010 HanniCo LLC [email protected]
4
Focus on ENJOYMENT
Drinking wines that taste wonderful.
With the foods YOU really enjoy.
Learning to understand and celebrate our individual differences and preferences.
11
04/09/23 Copyright 2010 HanniCo LLC [email protected]
5
Why You Like What You LikeThe Pieces to the
Wine Preference Puzzle
– Sensory Physiology
– Sensory Psychology
04/09/23 Copyright 2010 HanniCo LLC [email protected]
6
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.
04/09/23 Copyright 2010 HanniCo LLC [email protected]
7
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.
04/09/23 Copyright 2010 HanniCo LLC [email protected]
8
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
04/09/23 Copyright 2010 HanniCo LLC [email protected]
11
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
04/09/23 Copyright 2010 HanniCo LLC [email protected]
12
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
04/09/23 Copyright 2010 HanniCo LLC [email protected]
13
MORE Sensitive LESS Sensitive
General preferences for wine styles
Hyper- Sensitive
Sensitive Tolerant Sweet
1 2 3 4 5 6 7 8 9 10
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
04/09/23 Copyright 2010 HanniCo LLC [email protected]
14
Moscato
Red Zinfandel
Riesling
Pinot Noir
Sauvignon Blanc Syrah/Shiraz
Dry Rose Cabernet Sauvignon
Merlot
Hyper- Sensitive
Sensitive Tolerant Sweet
TasteSQ
Wine Types and Flavor Categories
Wine Preferences Map
White Zinfandel Chardonnay
Sweet Delicate Smooth IntenseSWEET Wines DRY Wines (not sweet
04/09/23 Copyright 2010 HanniCo LLC [email protected]
16
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
04/09/23 Copyright 2010 HanniCo LLC [email protected]
17
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.
04/09/23 Copyright 2010 HanniCo LLC [email protected]
18
Why You Like What You LikeWhat YOU experience (TasteSQ)
How YOU interpret the experiences
Determines YOUR Personal Wine Values and Preferences
04/09/23 Copyright 2010 HanniCo LLC [email protected]
19
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!
04/09/23 Copyright 2010 HanniCo LLC [email protected]
20
For more information contact:
Tim Hanni [email protected]