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Why You Like the Wines You Like: Changing the way the world thinks about wine. (The New Wine Fundamentals) (Volume 1) Paperback – January 10, 2013
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About the Author
Tim Hanni, one of the first two Americans to earn the title of Master of Wine, is the author of “Why You Like the Wines You Like; Changing the way the world thinks about wine.” This paradigm-changing book, due to be released in January of 2013, focuses on expanding wine enjoyment by fostering better communications and eliminating counter-productive wine and consumer myths. His international consulting work centers on implementing his consumer research, technology and insights into strategic planning, product development, marketing and sales initiatives that have resulted in tremendous success stories for his clients. Hanni is currently a member of the Executive Council of the Institute of Masters of Wine in London and the Board of Directors of the Institute of Masters of Wine North America. He is on faculty at Sonoma State University’s Wine Business Institute teaching the Wine Business Certificate Series, the first international online wine business program. Hanni is a widely recognized leader in developing wine marketing and education programs that break down barriers that historically hinder the unfettered enjoyment of wine. He is involved in sensory and behavioral research projects to create a better understanding of consumer wine preferences. Hailed by the Wall Street Journal as “The Wine Anti-Snob,” Tim is an innovator, researcher, renegade and a relentless crusader against wine snobbery. At the heart of this crusade is a quest to find the fundamental elements that shape our taste preferences, and to understand, embrace, and cultivate the interest of all wine consumers, not just a select few. Many of the world’s greatest chefs have embraced Tim’s Flavor Balancing concepts and techniques. His techniques for creating user-friendly wine lists and retail wine programs are combined with proven culinary techniques to balance food and wine flavors and are employed by thousands of restaurants and hotel outlets around the world. The Wine & Spirits Education Trust in London, England, has adopted his wine and food principles in their international curriculum. Tim’s research on understanding the physiological and psychological factors that determine consumer beverage preferences and buying behavior, engineered in cooperation with noted Cornell University researcher Dr. Virginia Utermohlen, MD. Hanni's mission is to eliminate wine myths and misunderstandings so all wine consumers have a straonger voice and easier means to enjoy the wines they love.
Top customer reviews
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He presents ways to change the preparation of food, often with just a pinch of salt or lemon juice, to fit whatever is your preferred wine. He liberates those who enjoy sweet wine from prejudice by noting that they are sweet tasters with sensitive palates.
There are a few minor typos in the kindle version and he is repetitive but his theories are backed with solid science. Worth reading.
It was a relief to hear exactly what I have been saying for years! That sweet wines have been acclaimed and enjoyed for thousands of years and it is only in the last 50 years that dry wines were the only ones considered "worth drinking".
Honey wine likely pre-dates grape wine, and just like grape wine, it has been historically enjoyed -from Dry to Sweet- with equal reverence. While the number of honey wine drinkers has declined dramatically relative to grape wine - the shift to Dry has not been as pronounced among honey wine drinkers.
So it goes that Mr. Hanni was preaching to the proverbial choir. But beyond wine, I found this book to be a brave personal and professional endeavor. Brave because the author confronts a wine zeitgeist that is inseparable to his life and career, yet he essays a credible response based on self fulfillment, physiological & psychological evidence, and consumer data. The concept of "frames" and wine preference predispositions, or "vinotypes" as he calls them, transcends food & wine and promotes a co-existence philosophy.
Total Wine & More
I would have loved this book without such a lack of scientific rigor! The 4 categories seem totally arbitrary. There is no evidence that predictions work (no control group in particular). In a nutshell, the idea is genius but there is nothing new nor useful at the end of the day!
Most recent customer reviews
How can you ignore it.
Think about about it. You like white wine all the time then drink it with steak.Read more