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How wine-makers produce emotions in the drinker

When you encounter an outstanding bottle, it’s the first sniff that lets you know that something special is happening

By Barry Smith   August 2017

Illustration by Chris Tilbury

Which emotions do wines conjure up? This is not an idle question. As I write, sensory scientists and branding executives are trying to work out the answers in order to develop a deeper relationship between wines and consumers. In marketing speak it’s about getting beyond liking.

After all, it’s rather disheartening for wine makers when their year-long work to produce the best wine they can from grapes grown in a particular soil in a given season meets with a simple thumbs up or down. To…

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