Gordon M. Shepherd
- Published in print:
- 2016
- Published Online:
- January 2019
- ISBN:
- 9780231177009
- eISBN:
- 9780231542876
- Item type:
- book
- Publisher:
- Columbia University Press
- DOI:
- 10.7312/columbia/9780231177009.001.0001
- Subject:
- Neuroscience, Behavioral Neuroscience
In his new book, Gordon M. Shepherd expands on the startling discovery that the brain creates the taste of wine. This approach to understanding wine's sensory experience draws on findings in ...
More
In his new book, Gordon M. Shepherd expands on the startling discovery that the brain creates the taste of wine. This approach to understanding wine's sensory experience draws on findings in neuroscience, biomechanics, human physiology, and traditional enology. Shepherd shows, just as he did in Neurogastronomy: How the Brain Creates Flavor and Why It Matters, that creating the taste of wine engages more of the brain than does any other human behavior. He clearly illustrates the scientific underpinnings of this process, along the way enhancing our enjoyment of wine. Neuroenology is the first book on wine tasting by a neuroscientist. It begins with the movements of wine through the mouth and then consults recent research to explain the function of retronasal smell and its extraordinary power in creating wine taste. Shepherd comprehensively explains how the specific sensory pathways in the cerebral cortex create the memory of wine and how language is used to identify and imprint wine characteristics. Intended for a broad audience of readers—from amateur wine drinkers to sommeliers, from casual foodies to seasoned chefs—Neuroenology shows how the emotion of pleasure is the final judge of the wine experience. It includes practical tips for a scientifically informed wine tasting and closes with a delightful account of Shepherd's experience tasting classic Bordeaux vintages with French winemaker Jean-Claude Berrouet of the Chateau Petrus and Dominus Estate.Less
In his new book, Gordon M. Shepherd expands on the startling discovery that the brain creates the taste of wine. This approach to understanding wine's sensory experience draws on findings in neuroscience, biomechanics, human physiology, and traditional enology. Shepherd shows, just as he did in Neurogastronomy: How the Brain Creates Flavor and Why It Matters, that creating the taste of wine engages more of the brain than does any other human behavior. He clearly illustrates the scientific underpinnings of this process, along the way enhancing our enjoyment of wine. Neuroenology is the first book on wine tasting by a neuroscientist. It begins with the movements of wine through the mouth and then consults recent research to explain the function of retronasal smell and its extraordinary power in creating wine taste. Shepherd comprehensively explains how the specific sensory pathways in the cerebral cortex create the memory of wine and how language is used to identify and imprint wine characteristics. Intended for a broad audience of readers—from amateur wine drinkers to sommeliers, from casual foodies to seasoned chefs—Neuroenology shows how the emotion of pleasure is the final judge of the wine experience. It includes practical tips for a scientifically informed wine tasting and closes with a delightful account of Shepherd's experience tasting classic Bordeaux vintages with French winemaker Jean-Claude Berrouet of the Chateau Petrus and Dominus Estate.
Hudson Cattell
- Published in print:
- 2013
- Published Online:
- August 2016
- ISBN:
- 9780801451980
- eISBN:
- 9780801469008
- Item type:
- chapter
- Publisher:
- Cornell University Press
- DOI:
- 10.7591/cornell/9780801451980.003.0009
- Subject:
- History, American History: 20th Century
This chapter looks at the winery events and marketing in eastern North America in the 1970s. Marketing was a secondary concern of those who opened wineries in the 1970s, and was primarily addressed ...
More
This chapter looks at the winery events and marketing in eastern North America in the 1970s. Marketing was a secondary concern of those who opened wineries in the 1970s, and was primarily addressed by including tasting rooms in the winery planning. In addition, events held at the wineries and by others interested in wine helped contribute to building the infrastructure needed for the future growth of the industry. Winery events in the 1970s included tastings of various kinds, wine competitions, and festivals. Competitions usually were conducted as closed events, but wineries then used the competition results to help promote their wines. Other events such as festivals were open to the public and encouraged people to interact with the wineries and their staff.Less
This chapter looks at the winery events and marketing in eastern North America in the 1970s. Marketing was a secondary concern of those who opened wineries in the 1970s, and was primarily addressed by including tasting rooms in the winery planning. In addition, events held at the wineries and by others interested in wine helped contribute to building the infrastructure needed for the future growth of the industry. Winery events in the 1970s included tastings of various kinds, wine competitions, and festivals. Competitions usually were conducted as closed events, but wineries then used the competition results to help promote their wines. Other events such as festivals were open to the public and encouraged people to interact with the wineries and their staff.
Gordon M. Shepherd
- Published in print:
- 2013
- Published Online:
- November 2015
- ISBN:
- 9780231159111
- eISBN:
- 9780231530316
- Item type:
- chapter
- Publisher:
- Columbia University Press
- DOI:
- 10.7312/columbia/9780231159111.003.0025
- Subject:
- Neuroscience, Sensory and Motor Systems
This chapter addresses the fascinating and frustrating link between smell and language. It argues that connecting smells and flavor with language may be difficult, requiring all the linguistic tricks ...
More
This chapter addresses the fascinating and frustrating link between smell and language. It argues that connecting smells and flavor with language may be difficult, requiring all the linguistic tricks at our disposal (analogies, metaphors, similes, metonyms, and figures of speech) qualified by the entire vocabulary of emotion (joy, despair, hate, revulsion, craving, and love). Among the best challenges to the use of language to evaluate flavors is wine-tasting by experts. The chapter presents two examples of using language to characterize wine flavors. The first is Ann Noble's “The Wine Aroma Wheel,” with terms to describe wines organized in three concentric circles, starting at the center with the most general terms (fruity, earthy, and so on), to more specific (berry, citrus, and the like), to the most specific in the outer circle (blueberry, other specific fruits, and flavors). The second is Robert Parker's Wine Buyer's Guide, where he catalogues more than 7,500 wines, based on his ability to discriminate among different labels and different years.Less
This chapter addresses the fascinating and frustrating link between smell and language. It argues that connecting smells and flavor with language may be difficult, requiring all the linguistic tricks at our disposal (analogies, metaphors, similes, metonyms, and figures of speech) qualified by the entire vocabulary of emotion (joy, despair, hate, revulsion, craving, and love). Among the best challenges to the use of language to evaluate flavors is wine-tasting by experts. The chapter presents two examples of using language to characterize wine flavors. The first is Ann Noble's “The Wine Aroma Wheel,” with terms to describe wines organized in three concentric circles, starting at the center with the most general terms (fruity, earthy, and so on), to more specific (berry, citrus, and the like), to the most specific in the outer circle (blueberry, other specific fruits, and flavors). The second is Robert Parker's Wine Buyer's Guide, where he catalogues more than 7,500 wines, based on his ability to discriminate among different labels and different years.
Ariel Glucklich
- Published in print:
- 2017
- Published Online:
- May 2018
- ISBN:
- 9780300212099
- eISBN:
- 9780300231373
- Item type:
- chapter
- Publisher:
- Yale University Press
- DOI:
- 10.12987/yale/9780300212099.003.0010
- Subject:
- Sociology, Sociology of Religion
This chapter looks at three work situations in which the author participated: winery, goat farm and garage. The chapter investigates the way that Self-inquiry shapes work and community in Neot Smadar.
This chapter looks at three work situations in which the author participated: winery, goat farm and garage. The chapter investigates the way that Self-inquiry shapes work and community in Neot Smadar.
Alex Maltman
- Published in print:
- 2018
- Published Online:
- November 2020
- ISBN:
- 9780190863289
- eISBN:
- 9780197559871
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/oso/9780190863289.003.0017
- Subject:
- Earth Sciences and Geography, Soil Science
We have seen in previous chapters how grapevines interact with rocks and soils, and in Chapter 10 I discussed the role of geology in terroir. But a question remains, ...
More
We have seen in previous chapters how grapevines interact with rocks and soils, and in Chapter 10 I discussed the role of geology in terroir. But a question remains, one that is probably uppermost in the mind of many a wine lover: to what extent does geology affect the taste of the wine in your glass? I argued in Chapter 9 that the perception of a mineral taste in wine can’t have a literal meaning, but what about other tastes ascribed to geology? We might reasonably expect that the geological influences on vine growth have at least some role in wine flavor, but what? Many populist wine writings imply that the answers to such questions are clear-cut, but unfortunately they aren’t. Claims are routinely made in wine descriptions that sound fine but that don’t easily tally with scientific understanding. In other words, there’s some divergence between popular beliefs and scientific understanding of the geology—wine flavor connection. Part of the explanation may be that many of the populist assertions seem to be based on custom and on anecdote—narratives passed on enthusiastically but unquestioningly between wine fans. Two situations are common. First, a description of a wine casually mentions the kind of geology where it originated, implying a significance but without any justification or indication of how it might come about. I give illustrations of this in the following section. Second, some character of a wine is ascribed to particular rocks and soils but without providing any rationale. For example, a Riesling from Kamptal’s Gaisberg vineyard (Austria) is said to have “complexity because of the slaty para-gneiss, amphibolite, and mica” soils. But there’s no indication of how these two very specific rock types together with this particular mineral bring this complexity about.
Less
We have seen in previous chapters how grapevines interact with rocks and soils, and in Chapter 10 I discussed the role of geology in terroir. But a question remains, one that is probably uppermost in the mind of many a wine lover: to what extent does geology affect the taste of the wine in your glass? I argued in Chapter 9 that the perception of a mineral taste in wine can’t have a literal meaning, but what about other tastes ascribed to geology? We might reasonably expect that the geological influences on vine growth have at least some role in wine flavor, but what? Many populist wine writings imply that the answers to such questions are clear-cut, but unfortunately they aren’t. Claims are routinely made in wine descriptions that sound fine but that don’t easily tally with scientific understanding. In other words, there’s some divergence between popular beliefs and scientific understanding of the geology—wine flavor connection. Part of the explanation may be that many of the populist assertions seem to be based on custom and on anecdote—narratives passed on enthusiastically but unquestioningly between wine fans. Two situations are common. First, a description of a wine casually mentions the kind of geology where it originated, implying a significance but without any justification or indication of how it might come about. I give illustrations of this in the following section. Second, some character of a wine is ascribed to particular rocks and soils but without providing any rationale. For example, a Riesling from Kamptal’s Gaisberg vineyard (Austria) is said to have “complexity because of the slaty para-gneiss, amphibolite, and mica” soils. But there’s no indication of how these two very specific rock types together with this particular mineral bring this complexity about.
