A team of marketers and neuroscientists in South Africa have announced the launch of the world’s first neurowine, a wine developed by applying techniques usually used in neuroscience to winemaking.
Pieter Walser, a winemaker from the Blankbottle label, partnered with local “neuro-marketing” consultancy Neural Sense to test 21 white and 20 red wine varietals from vineyards across the country. Walser’s emotional and cognitive responses to each taste were assessed, using neuroscience and biometric technologies. The test results were then used to create a perfect blend, a neurowine.
The team of scientists built a model of Walser’s brain activity and, coupled with the biometric data, were able to reveal his unconscious responses to the wine-tasting experience. “This model enabled us to determine what were the best performing aspects of the various varietals he was tasting,” says Dr David Rosenstein of Neural Sense. It is available as both a red and a white wine and will be available at Woolworths.
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