Why You Like the Wines You Like: Changing the way the world thinks about wine. (The New Wine Fundamentals) (Volume 1)

I increased the price 5 cents (to $25. 00 even) to make the book eligible for FREE Super Saver Shipping if you are a regular Amazon cusomer. Tim Hanni MW was hailed as the Wine Antisnob by the Wall Street Journal. His new book, …

I increased the price 5 cents (to $25. 00 even) to make the book eligible for FREE Super Saver Shipping if you are a regular Amazon cusomer. Tim Hanni MW was hailed as the Wine Antisnob by the Wall Street Journal. His new book, “Why You Like the Wines You Like, changing the way the world thinks about wine” is a revolutionary, myth-busting approach to wine and food enjoyment based on the latest palatal and consumer research, published by author Tim Hanni, Master of Wine. This book introduces the physiological and psychological factors that shape personal wine preferences. It offers empowerment to wine drinkers at all levels and is a truly game-changing approach to the subject of the enjoyment of wine and wine with food. This is a must-read book for anyone who enjoys wine. His research has uncovered that White Zinfandel drinkers in fact have the greatest taste sensitivity and offers an alternative to wine and food matching, along with a sensible and simple set of flavor Balancing principles, that allows anyone to enjoy the wine they love the most with the foods they most enjoy. He details the spectrum of wine enjoyers from those who favor light, delicate wines all the way to the intense and highly rated red wines – and provides sound rationale why wine and food pairing is based on metaphors and illusions. Why You Like the Wine You Like also looks at the countless myths and lore associated with wine and provides an information update for anyone interested in wine history. This introductory volume for The New Wine Fundamentals wine education program is based on two decades of research by the author and many research colleagues. Hanni’s wine and food principles were adopted last year and taught as part of the Advanced Diploma curriculum for the Wine & Spirits Educational Trust. “Wine and food pairing is has become an imaginary and metaphorical exercise with little basis in reality,” Hanni says. “I am on a mission to have everyone pair wines with the diner, not the dinner. ” The new approach detailed in his book segments consumers by Vintoypes® a combination of perceptual sensitivity, from Sweet to Tolerant, and takes into account psychological factors accounting for preference changes over time. “Our observations of sensory sensitivity differences begins in childhood at the dinner table,” Hanni explains, “where of three children one will happily eat broccoli, one will eat it with a bit of reinforcement and the ‘bad’ child will be punished for refusing to eat it. Our preferences, for both wine and foods, continue adjusting through life due to learning, new experiences and different social environments. No wine expert can tell you unilaterally what is right or wrong on a personal level unless they understand your Vintoype. ” “I have spent many hours with Tim wrestling with some of his ideas while they were still in the formative stage. It was both an exhilarating and an exhaustive experience. With a broad and deep knowledge of wine and food history as well as their complexities, he is not afraid to challenge the way things are done and suggest alternatives. He’s not dogmatic in his beliefs, but he demands that conventional thinkers think again. You may not agree with all his conclusions, but I promise he will make you think. ” George Taber, author of the bestseller The Judgment of Paris and A Guide to Bargain Wines and former correspondent and editor for Time magazine

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