SlideShare a Scribd company logo
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
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
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 (experience
taste sensations such as sweetness,
acidity)
Release your fingers (experience the
aroma/flavor)
WHAT IS THE FLAVOR?
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
8
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
THE MAGIC WHOOSH!
#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
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
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.
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!
#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
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
#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 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
#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!
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
Smell the aroma on the blotter.
How does it make you feel?
Choose the response that most resonates.
#VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
“I have the simplest tastes –
I am always satisfied with the best.”
Oscar Wilde
#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 7+ feet long.
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
#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”.
#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
#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
33

More Related Content

Similar to Super Taste 101: Super Charge Your Palate

Sensory perception 2012_
Sensory perception 2012_Sensory perception 2012_
Sensory perception 2012_
mirons
 
Instructable
InstructableInstructable
Instructable
leilamalekadeli
 
The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...
The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...
The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...
Lucky Gods
 
Intro to Wine Tasting and Winemaking Seminar
Intro to Wine Tasting and Winemaking SeminarIntro to Wine Tasting and Winemaking Seminar
Intro to Wine Tasting and Winemaking Seminar
Pietro Buttitta
 
From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...
From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...
From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...
Lucky Gods
 
Understanding Consumer Wine Perceptions with Tim Hanni MW
Understanding Consumer Wine Perceptions with Tim Hanni MWUnderstanding Consumer Wine Perceptions with Tim Hanni MW
Understanding Consumer Wine Perceptions with Tim Hanni MW
Oregon Wine Board
 
1 lesson Sommelier course
1 lesson Sommelier course1 lesson Sommelier course
1 lesson Sommelier course
FedericaZanghirella
 

Similar to Super Taste 101: Super Charge Your Palate (7)

Sensory perception 2012_
Sensory perception 2012_Sensory perception 2012_
Sensory perception 2012_
 
Instructable
InstructableInstructable
Instructable
 
The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...
The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...
The WineMaker Guide to Home Winemaking: Craft Your Own Great Wine * Beginner ...
 
Intro to Wine Tasting and Winemaking Seminar
Intro to Wine Tasting and Winemaking SeminarIntro to Wine Tasting and Winemaking Seminar
Intro to Wine Tasting and Winemaking Seminar
 
From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...
From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...
From Harvest to Home: Seasonal Activities, Inspired Decor, and Cozy Recipes f...
 
Understanding Consumer Wine Perceptions with Tim Hanni MW
Understanding Consumer Wine Perceptions with Tim Hanni MWUnderstanding Consumer Wine Perceptions with Tim Hanni MW
Understanding Consumer Wine Perceptions with Tim Hanni MW
 
1 lesson Sommelier course
1 lesson Sommelier course1 lesson Sommelier course
1 lesson Sommelier course
 

More from Philip Duff

Genever 101
Genever 101 Genever 101
Genever 101
Philip Duff
 
UPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 London
UPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 LondonUPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 London
UPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 London
Philip Duff
 
UPDATED Pallini Limoncello Confidential v3, London, Feb 2020
UPDATED Pallini Limoncello Confidential v3, London, Feb 2020UPDATED Pallini Limoncello Confidential v3, London, Feb 2020
UPDATED Pallini Limoncello Confidential v3, London, Feb 2020
Philip Duff
 
The Way of Shochu, 2020
The Way of Shochu, 2020The Way of Shochu, 2020
The Way of Shochu, 2020
Philip Duff
 
750 Years of Juniper Spirits
750 Years of Juniper Spirits750 Years of Juniper Spirits
750 Years of Juniper Spirits
Philip Duff
 
Perfect Frozen Drinks
Perfect Frozen DrinksPerfect Frozen Drinks
Perfect Frozen Drinks
Philip Duff
 
Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019
Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019
Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019
Philip Duff
 
Genever Timeline 2019
Genever Timeline 2019Genever Timeline 2019
Genever Timeline 2019
Philip Duff
 
Back To The Future: Pivoting Historical Liquor Brands
Back To The Future: Pivoting Historical Liquor BrandsBack To The Future: Pivoting Historical Liquor Brands
Back To The Future: Pivoting Historical Liquor Brands
Philip Duff
 
Burn The Rule Book : Unorthodox Practises of Successful Bars
Burn The Rule Book : Unorthodox Practises of Successful BarsBurn The Rule Book : Unorthodox Practises of Successful Bars
Burn The Rule Book : Unorthodox Practises of Successful Bars
Philip Duff
 
Should Pop-Ups Pop Off?
Should Pop-Ups Pop Off?Should Pop-Ups Pop Off?
Should Pop-Ups Pop Off?
Philip Duff
 
Dodging Bullets How Not To Kill Your (Bar) Business
Dodging Bullets How Not To Kill Your (Bar) BusinessDodging Bullets How Not To Kill Your (Bar) Business
Dodging Bullets How Not To Kill Your (Bar) Business
Philip Duff
 
Go Big Or Go Home Better Service Through Premium Brands
Go Big Or Go Home Better Service Through Premium Brands Go Big Or Go Home Better Service Through Premium Brands
Go Big Or Go Home Better Service Through Premium Brands
Philip Duff
 
Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...
Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...
Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...
Philip Duff
 
Modern Luxury: The View from the Bar
Modern Luxury: The View from the BarModern Luxury: The View from the Bar
Modern Luxury: The View from the Bar
Philip Duff
 
The Way of Shochu & Awamori
The Way of Shochu & AwamoriThe Way of Shochu & Awamori
The Way of Shochu & Awamori
Philip Duff
 
Imbibe Live London 2018 Six Vermouths You Have To Try
Imbibe Live London 2018 Six Vermouths You Have To TryImbibe Live London 2018 Six Vermouths You Have To Try
Imbibe Live London 2018 Six Vermouths You Have To Try
Philip Duff
 
The Joy of Bitterness by Philip Duff
The Joy of Bitterness by Philip DuffThe Joy of Bitterness by Philip Duff
The Joy of Bitterness by Philip Duff
Philip Duff
 
The Glories of Real Genever Tales of the Cocktail 2017
The Glories of Real Genever Tales of the Cocktail 2017The Glories of Real Genever Tales of the Cocktail 2017
The Glories of Real Genever Tales of the Cocktail 2017
Philip Duff
 
Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...
Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...
Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...
Philip Duff
 

More from Philip Duff (20)

Genever 101
Genever 101 Genever 101
Genever 101
 
UPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 London
UPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 LondonUPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 London
UPDATED The Cinchona Chronicles with Philip Duff, v2, Feb 2020 London
 
UPDATED Pallini Limoncello Confidential v3, London, Feb 2020
UPDATED Pallini Limoncello Confidential v3, London, Feb 2020UPDATED Pallini Limoncello Confidential v3, London, Feb 2020
UPDATED Pallini Limoncello Confidential v3, London, Feb 2020
 
The Way of Shochu, 2020
The Way of Shochu, 2020The Way of Shochu, 2020
The Way of Shochu, 2020
 
750 Years of Juniper Spirits
750 Years of Juniper Spirits750 Years of Juniper Spirits
750 Years of Juniper Spirits
 
Perfect Frozen Drinks
Perfect Frozen DrinksPerfect Frozen Drinks
Perfect Frozen Drinks
 
Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019
Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019
Industry Trends And Their Roots - Philip Duff - Barometer Bar Show 2019
 
Genever Timeline 2019
Genever Timeline 2019Genever Timeline 2019
Genever Timeline 2019
 
Back To The Future: Pivoting Historical Liquor Brands
Back To The Future: Pivoting Historical Liquor BrandsBack To The Future: Pivoting Historical Liquor Brands
Back To The Future: Pivoting Historical Liquor Brands
 
Burn The Rule Book : Unorthodox Practises of Successful Bars
Burn The Rule Book : Unorthodox Practises of Successful BarsBurn The Rule Book : Unorthodox Practises of Successful Bars
Burn The Rule Book : Unorthodox Practises of Successful Bars
 
Should Pop-Ups Pop Off?
Should Pop-Ups Pop Off?Should Pop-Ups Pop Off?
Should Pop-Ups Pop Off?
 
Dodging Bullets How Not To Kill Your (Bar) Business
Dodging Bullets How Not To Kill Your (Bar) BusinessDodging Bullets How Not To Kill Your (Bar) Business
Dodging Bullets How Not To Kill Your (Bar) Business
 
Go Big Or Go Home Better Service Through Premium Brands
Go Big Or Go Home Better Service Through Premium Brands Go Big Or Go Home Better Service Through Premium Brands
Go Big Or Go Home Better Service Through Premium Brands
 
Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...
Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...
Small is Beautiful: The Power of Nano Brands in 2018 with Philip Duff, Alliso...
 
Modern Luxury: The View from the Bar
Modern Luxury: The View from the BarModern Luxury: The View from the Bar
Modern Luxury: The View from the Bar
 
The Way of Shochu & Awamori
The Way of Shochu & AwamoriThe Way of Shochu & Awamori
The Way of Shochu & Awamori
 
Imbibe Live London 2018 Six Vermouths You Have To Try
Imbibe Live London 2018 Six Vermouths You Have To TryImbibe Live London 2018 Six Vermouths You Have To Try
Imbibe Live London 2018 Six Vermouths You Have To Try
 
The Joy of Bitterness by Philip Duff
The Joy of Bitterness by Philip DuffThe Joy of Bitterness by Philip Duff
The Joy of Bitterness by Philip Duff
 
The Glories of Real Genever Tales of the Cocktail 2017
The Glories of Real Genever Tales of the Cocktail 2017The Glories of Real Genever Tales of the Cocktail 2017
The Glories of Real Genever Tales of the Cocktail 2017
 
Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...
Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...
Take a Nice Long Rest Resting Spirits and Cocktails sponsored by Beluga Vodka...
 

Super Taste 101: Super Charge Your Palate

  • 1.
  • 2. 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
  • 3. 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
  • 4. SUPER TASTE 101 #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  • 5. 5 THE RISE OF FOOD CULTURE #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  • 7. 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
  • 8. 8 #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 THE MAGIC WHOOSH!
  • 9. #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
  • 10. 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
  • 11. 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.
  • 12. 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!
  • 13. #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
  • 14. 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
  • 16. PROVOKING AN EMOTIONAL RESPONCE #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
  • 18. #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
  • 19. #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!
  • 20. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Smell the aroma on the blotter. How does it make you feel? Choose the response that most resonates.
  • 21. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 “I have the simplest tastes – I am always satisfied with the best.” Oscar Wilde
  • 22. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Inessential LUXURY IS…
  • 23. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 Inessential Desirable LUXURY IS…
  • 24. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 LUXURY IS… Inessential Desirable Difficult, or expensive, to obtain
  • 26. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 30 45 90 Resting period (days): 60 VODKA AND CAVIAR
  • 27. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 STURGEON TAXONOMY
  • 28. #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019 THE STURGEON Can live to 120+ years Can grow to 1573 kg (1.7 tons) and 7+ feet long.
  • 29. 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
  • 30. #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”.
  • 31. #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
  • 32. #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
  • 33. 33