by Donatella Cinelli Colombini

Leone Zot wrote a wonderful post for Intravino on minerality in wine. The beginning is very technical with the explanation of how the brain processes what the senses perceive.

HOW THE BRAIN DECODES ODORS AND FLAVORS BASED ON PLEASURE AND MEMORIES

This translates into practice what Vincenzo Russo, the Italian guru of neuro-marketing, has been saying for years. Russo says that what the nose and mouth feel goes through the cerebral filters of pleasure and memory .It then returns emotions and memories not objective but becomes subjective, intimate, no longer exchangeable. This opinion is based on scientific evidence that is very solid and recognised worldwide. A theory that overturns the concept of organoleptic objective tasting, supported for years by sommeliers and wine critics.

Therefore, in practice no taster is an objective judge , just as is not an art critic or a music critic. Everybody filters the judgment based on their own previous experiences and the best are those with greater competence and greater openness to the new.

MINERALITY IN THE BRAIN AND IN THE GLASS

Through tasting, the human brain sums ancestral experiences, in the millions of years in which man has decided what to eat and what to drink. Using nose and mouth, and personal experiences. The minerality in wine is difficult to place in this scenario but…..…

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