Which Wine Drinker Are You?
Wednesday, March 12, 2008
Of 11 wines on the tasting table, the Col d'Orcia Rosso di Montalcino, a full-bodied, fruity Tuscan red, was Tom Natan's top choice. Adam Manson hated it.
Both have well-trained and -respected palates. Natan is a partner in the Washington-based importer and retailer First Vine. Manson is a co-owner of Veritas, a popular wine bar in Dupont Circle. But the physiological differences in their tongues, coupled with their varied experiences, mean that the same wine tastes different to each of them. To Natan, the big, juicy flavors are luscious. To Manson, they are overwhelming, even bitter.
Neither one is right or wrong, says Tim Hanni, a California wine consultant. At a tasting organized by The Post last week at Phillips Seafood, he analyzed the two men's taste buds, a process he calls "getting your buds done."
After watching them taste and then scrutinizing their tongues through an industrial magnifying glass, Hanni labeled Natan a "tolerant" taster because he has fewer taste buds and tends to prefer ripe, concentrated wines. Manson, with more taste buds, is a "sensitive" taster and usually likes more-balanced wines without strong tannins. "Hypersensitive" tasters, Hanni's third category, tend toward delicate, slightly sweeter wines such as Rieslings that are easy on the palate. "Sweet" tasters, the final group, are also hypersensitive, Hanni says, with confidence in their taste and little interest in learning to like drier wines.
Knowing your type is akin to knowing your shoe size, Hanni says. Wearing a size 8 is not good or bad; it's just a fact that helps you find something that fits. "People live in different sensory worlds," he says. "We need to acknowledge that."
If it becomes widely accepted, Hanni's system could upend the way we think, judge, even talk about wine. Instead of 100-point scales or talk of "grassy," "gooseberry" notes -- wine descriptors that Hanni says can become "insufferable" mumbo jumbo -- drinkers would need only to understand what makes up a perfect score or pleasant flavor for them. That can vary widely depending on physiology, sex and personal experience. At a 2006 pinot noir judging in San Francisco, the female judges' first choice came in 35th out of 40 among the men. The men's first choice came in 35th out of 40 for the women. (Women are much more likely than men to be sensitive or hypersensitive tasters, though sex isn't a determining factor.)
This week, Hanni is putting his methods to the test at the first Lodi International Wine Awards in California. He says he developed the awards to help consumers and to improve traditional wine competitions, where he says one outspoken judge can sway other panelists with different palates. Instead of giving out medals, taste-bud-tested judges will bestow prizes based on taste preferences. So, a wine may win a top prize for tolerant tasters but only a bronze, or no medal at all, for hypersensitive drinkers. Consumers who know their type can then buy wines that are at the top of the class for their palate, not an anonymous judge's. "We're heading towards an Oprah moment," Hanni says.
His goal, he says, is to democratize wine once and for all. It's something the industry has been talking about for years: getting rid of the snooty sommeliers and insisting that it's okay to drink white zinfandel with your steak if that's what you like -- really. "There's no right or wrong" has become a mantra of the new generation of wine professionals.
But the overwhelming nature of the wine business has made it tough to persuade consumers to trust their palates. "I don't know of any other industry that has such a broad range of products and prices," says Natalie MacLean, an author and the editor of a free wine newsletter at http:/
The Budometer, a computerized palate assessment tool, aims to turn theory into practice. Consumers fill out a survey at http:/
Hanni developed the Budometer with the help of two sensory scientists at the University of California at Davis. It takes into account a decade of research on taste and sensory perception; Hanni calls it neurogastronomic programming. Designed for neophytes, it asks just five questions, but Hanni plans to add a more advanced questionnaire for enthusiasts soon. The extended survey will help people understand how experiences affect or even overcome genetic predispositions, he says. A tolerant taster might love French pinot noirs, which by the book would be too thin and dull to appeal, because he spent his honeymoon touring Burgundy.
"The struggle is to take away the mystery of wine without taking the magic," MacLean says. "Tim's idea is a big step forward, because he is not just spouting the old cliches about 'Wine is for everyone.' There's methodology behind his theories."