The Downside of Organoleptic Development

Funny thing, the nose. We all have one and tend to take it for granted, but the nose is the most important organ used to judge wine and particularly to recognize wines. Furthermore, what we taste is directly related to what we smell, so the senses of smelling and tasting are connected.

So it is that Robert Parker insured his nose for $1 million, an outstanding feat at the time. Years later, Holland’s own Ilja Gort, maker of such fine supermarket wines as La Tulipe and French Rebel, insured his own facial protuberance for $8 million, a master publicity stunt in its own right. I wonder how much his premiums cost? In any case, Gort seems to be enjoying success. more>>

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