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2
MARIE WRIGHT
- Flavour educator & writer (“Elegant
Flavors”)
- Global VP & Chief Global Flavorist,
ADM Nutrition
- Presi...
PHILIP DUFF
T: @philipduff
IG: @philipsduff
- Spirits educator & ontrade
consultant, Liquid Solutions
- Founder. door 74 (...
SUPER TASTE 101
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
5
THE RISE OF FOOD CULTURE
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
6
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
Peg your nose with your fingers
blocking the airway passages
Place a strawberry in your mouth and
chew for 10 seconds (exp...
8
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
THE MAGIC WHOOSH!
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
 Smell and taste are closely linked in the
appreciation of a flavor
...
ODOR PERCEPTION
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
• Buck and Axel earned a Nobel prize (2004) on their
w...
ODOR PERCEPTION
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
Current thinking on odor perception shifts between a n...
NO NOSE!
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
Anosmia is the inability to smell certain aromas
One in 3 peo...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
HOW DO WE DESCRIBE SMELL AND
TASTE?
There are over 40,000 aroma compon...
The lifecycle of the
association
What does it remind
you of?
ASSOCIATION
PROCESS
Describes the product in
detail and relat...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
PROVOKING AN EMOTIONAL
RESPONCE
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
17
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
PROVOKING AN EMOTIONAL
RESPONCE
• Aroma triggers a memory and/or an em...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
PROVOKING AN EMOTIONAL
RESPONCE
• A Good wine or cheese activates many...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
Smell the aroma on the blotter.
How does it make you feel?
Choose the ...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
“I have the simplest tastes –
I am always satisfied with the best.”
Os...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
Inessential
LUXURY IS…
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
Inessential
Desirable
LUXURY IS…
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
LUXURY IS…
Inessential
Desirable
Difficult, or
expensive, to obtain
BELUGA VODKA
MARIINSK
DISTILLERY
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
30 45 90
Resting period
(days): 60
VODKA AND CAVIAR
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
STURGEON TAXONOMY
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
THE STURGEON
Can live to 120+ years
Can grow to 1573 kg (1.7 tons) and...
CAVIAR
- Malossol: 3-5% salt added after
washing and sieving
- 1876: Germany fished out
- 1925: USA fished out
- 1991: End...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
BOWFIN– NORTH AMERICA’S
PREHISTORIC
- Amia calva, not a sturgeon, grow...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
THE CAVIAR – SIBERIAN
STURGEON
- Acipenser baerii, Siberian sturgeon, ...
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
THE CAVIAR – STERLET
STURGEON
- Acipenser ruthenus, Sterlet , grows to...
33
Super Taste 101: Super Charge Your Palate
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Super Taste 101: Super Charge Your Palate

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Seminar taught by Marie Wright and Philip Duff at the 2019 Tales of the Cocktail festival, sponsored by Beluga Vodka. "Nosing and tasting is difficult at the best of times - are we using the right words? Nosing the right things? Plus, vodka is the most demanding spirit in the world to taste, as its subtle flavour requires a very discerning palate. It’s natural food pairing, caviar, can be difficult to get to know, as most of us sadly don’t eat enough different types of caviar - or regularly enough - to develop a palate for it! Join Philip Duff, Marie Wright and a leading caviar expert to change all that. Marie is the vice-president and Global Flavorist for ADM Nutrition, and has developed many of the foods in your kitchen, not to mention half the contents of your fragrance shelf; she'll share how aroma and flavour work both psychologically and physically. Renowned vodka lover, bar owner and spirits educator Philip Duff will take you through the history of vodka while fine-tuning your palate on a flight of Russia’s best-selling luxury vodka, Beluga Vodka, while our caviar expert will guide you through a pairing with an assortment of environmentally sustainable sturgeon caviars. You’ll leave with a new appreciation for the worlds best-selling grain spirit, a palate that can taste in HD, and mad bragging rights with your newfound caviar knowledge!."

Published in: Food
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Super Taste 101: Super Charge Your Palate

  1. 1. 2 MARIE WRIGHT - Flavour educator & writer (“Elegant Flavors”) - Global VP & Chief Global Flavorist, ADM Nutrition - President of the ADM Academy of Future Flavorists Professional Industry Speaker - WFFC Board Member #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  2. 2. PHILIP DUFF T: @philipduff IG: @philipsduff - Spirits educator & ontrade consultant, Liquid Solutions - Founder. door 74 (Amsterdam) - Chief Genever Officer, Old Duff Genever - Writer, Drinks International #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  3. 3. SUPER TASTE 101 #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  4. 4. 5 THE RISE OF FOOD CULTURE #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  5. 5. 6 #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  6. 6. Peg your nose with your fingers blocking the airway passages Place a strawberry in your mouth and chew for 10 seconds (experience taste sensations such as sweetness, acidity) Release your fingers (experience the aroma/flavor) WHAT IS THE FLAVOR? #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  7. 7. 8 #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 THE MAGIC WHOOSH!
  8. 8. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019  Smell and taste are closely linked in the appreciation of a flavor  Independently triggered: Smell – Olfactory bulb, Frontal & Temporal lobe of the brain Taste - Gustatory, medulla in the rear of the brain Limbic System Odour generated feelings, memories, association s Interaction of molecules with receptors FLAVOR PERCEPTION
  9. 9. ODOR PERCEPTION #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 • Buck and Axel earned a Nobel prize (2004) on their work on smell • Identified 1000 genes in mice that give rise to an equivalent number of odorant receptors • Each receptor cell has one type of odorant receptor • Each receptor can detect a limited number of odor molecules • Messages are sent to the olfactory bulb where further messages are sent to other parts of the brain and the brain recognizes a pattern and hence identifies the aroma • Zozuluya et al identified 347 human odorant receptors in the early 2000’s . Since then 800 have been identified but only half are functional
  10. 10. ODOR PERCEPTION #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Current thinking on odor perception shifts between a number of theories • Turin’s Vibration Theory – simplistically every molecule generates a vibrational frequency that the nose detects as a particular smell • Moncrieff’s Stereo-chemical theory – Sometimes referred to as the lock and key theory – Odor is dependent on the shape of the molecule and how it fits into a receptor and activates it • Odotope theory – a combination of activated receptors is responsible for any one smell – Receptors recognize only small structural features on each molecule, and the brain is responsible for processing the combined signal into an interpreted smell.
  11. 11. NO NOSE! #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Anosmia is the inability to smell certain aromas One in 3 people can not smell Musk which is a key component of many perfumes! Parosmia is an abnormality where the brain cannot properly identify an aroma and most often the detected odor smells extremely unpleasant (chemical, faeces, rotting flesh) Phantosmia – olfactory hallucinations that appear in the absence of an aroma and are often again unpleasant!
  12. 12. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 HOW DO WE DESCRIBE SMELL AND TASTE? There are over 40,000 aroma components identified in plants, foods Most display multiple characteristics How we describe and speak to flavor has always been a challenge Words like Chemical, artificial, fresh are all ambiguous #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  13. 13. The lifecycle of the association What does it remind you of? ASSOCIATION PROCESS Describes the product in detail and relates to the olfactory impression The non-olfactory or gustatory factor EFFECT DESCRIPTOR The beginning of wisdom is the definition of terms.” ― Socrates FLAVOR LANGUAGE DESCRIPTIVE PROCESS #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  14. 14. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  15. 15. PROVOKING AN EMOTIONAL RESPONCE #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  16. 16. 17 #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  17. 17. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 PROVOKING AN EMOTIONAL RESPONCE • Aroma triggers a memory and/or an emotion by activating the olfactory pathways leading to the limbic system • Neurotransmitters when released affect the brain and influence our physical, mental and emotional states • Strongest interconnections in the brain are made between birth-10 years • Strongest memories of aroma relate to early childhood
  18. 18. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 PROVOKING AN EMOTIONAL RESPONCE • A Good wine or cheese activates many odorant receptors and leaves a positive memory • A bad food or scent experience will leave a lingering salty memory that may last forever!
  19. 19. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Smell the aroma on the blotter. How does it make you feel? Choose the response that most resonates.
  20. 20. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 “I have the simplest tastes – I am always satisfied with the best.” Oscar Wilde
  21. 21. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Inessential LUXURY IS…
  22. 22. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Inessential Desirable LUXURY IS…
  23. 23. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 LUXURY IS… Inessential Desirable Difficult, or expensive, to obtain
  24. 24. BELUGA VODKA MARIINSK DISTILLERY
  25. 25. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 30 45 90 Resting period (days): 60 VODKA AND CAVIAR
  26. 26. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 STURGEON TAXONOMY
  27. 27. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 THE STURGEON Can live to 120+ years Can grow to 1573 kg (1.7 tons) and 7+ feet long.
  28. 28. CAVIAR - Malossol: 3-5% salt added after washing and sieving - 1876: Germany fished out - 1925: USA fished out - 1991: End of USSR, Caspian Sea sturgeon populations start collapsing - 2019: 85% of all sturgeon are endangered Inessential Desirable Expensive/Difficult to obtain #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  29. 29. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 BOWFIN– NORTH AMERICA’S PREHISTORIC - Amia calva, not a sturgeon, grows to 22lbs (10kg) , 28 inches long and to about 10 years old. Caviar known as “Choupique caviar”.
  30. 30. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 THE CAVIAR – SIBERIAN STURGEON - Acipenser baerii, Siberian sturgeon, grows to 143lbs (65kg) , 6 feet (2 meters) long and to about 60 years old
  31. 31. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 THE CAVIAR – STERLET STURGEON - Acipenser ruthenus, Sterlet , grows to 35lbs (16kg), 3 feet (1 meter), and about 25 years old. - Small, delicate eggs, often sold as “Imperial”, “sevruga” or the rare albino
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