North Bay Business Journal

‘Sensory quotient’ proponent takes wine competition judging to consumers

NAPA — Three and a half years after a controversial presentation at a local gathering of the world’s top wine experts suggested physiological and psychological factors could affect the way they perceive wine quality, one of those experts is taking his message of “drink what you like” further with a retooled consumer-judged wine competition this spring and an economic study of consumers who may prefer sweeter wines.