Bringing brain science to winemaking: SA’s world-first ‘neurowine’

4 May 2016A South African team of marketers and neuroscientists 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 Cape 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. It is available as both a red and a white wine.South Africa is the eighth-largest wine producer in the world. Local wines are increasingly popular overseas, with exports doubling from 2005 to 2015. The neurowine process “One of the pieces of technology…

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