the science of spirits
21
By George Manska, CSO, CR&D, Arsilica, Inc., sensory researcher, inventor, entrepreneur
Three types of spirits tasting myths: Glassware design. Sensory and tasting method myths. Corporate marketers twist science with emotional descriptors and “fill-in-the-blanks” science to make dialogue flow quickly and avoid annoying questions. This is not a truthful approach but it’s easy. This summary should set the issues straight.
PR%F the Magazine
THE SCIENCE OF SPIRITS
MORE MYTHS OF NOSING SPIRITS
