However much one tries to study wines, to be professional and precise during a wine tasting, we must admit that other factors can influence results. We need to understand how the brain builds associations and meanings around the brand and to recognize the unconscious drivers behind the preference for a particular wine.
Neuroscience has been studying these influences for many years already. In fact, there is a “Wine-Affective Test”, a sensorial analysis tool that measures the emotion associated with tasting wine based on the individual characteristics of the taster.