We all like some wines more than others, and often people who’s wine ability we respect, prefer wines that we do not. We refer to preference, not only in wines, but in almost all endeavors, as “taste” and this is fitting, because to a large extend our preferences in wine and foods start with our ability to taste.

Studies have shown that we begin to develop our taste preferences in the womb. This is especially so for societal imposed preferences. We are first introduced to cultural influences through the amniotic fluid as early as 12 weeks. What our Mothers taste, we taste.

We associate favorite foods with happy times

Once we are born, breast milk can impart a preference since it can pick of some of the flavors from our Mother’s diet. Unsurprisingly for newborns, sweet flavors are an instant hit, while sour makes most babies purse their lips in distaste.

Growing up we are greatly influenced by the emotional context of the foods we eat. We associate favorite foods with happy times. Being forcibly told to “eat your vegetables” not only reinforces the stubborn streak in many of us, but may influence our lifelong relationship with foods like broccoli.

Biology has a built in mechanism that keeps (at least most of us) from eating only doughnuts or other favorite foods every day. This “sensory-specific satiety” mechanism ensures that we at least tend towards a more balanced diet. Our built in cravings for sweets and fats may be winning this battle though.

Wine is often [...] an acquired taste

As we mature our palates become more sophisticated as we have tried more and more foods that failed to kill us, and so are added to our internal data base as flavors that we enjoy. Often these flavors have been introduced to us as components of foods we already enjoy. Some call this “flavour-flavour-learning.”

The opposite is also true. Foods that are associated with getting sick, even if they are not the cause (Tequila anyone?) may end up on our “avoid at all costs” list. A gallon sized strawberry milkshake that I drank as a kid kept me from enjoying the fruity frappe for decades.

By the time most of us are old enough to start drinking wine we have been exposed to a great deal of flavors, and are up for new experiences. Still, wine is often a case of “mere exposure effect” which is fancy science speak for “an acquired taste.”

I can usually guess how they like their coffee, and [...] what wines they prefer

Like coffee we may need to start out hiding the flavors at first, before we get used to it, and develop our preferences. In coffee this means cream and sugar in the early stages, and in wine sugar can play a similar roll in hiding the bitter and sour flavors we at first reject.

Eventually, most of us learn to not only enjoy coffee (everyone it seems, but me) but to adopt a preference for how it is served. Here we move into a realm of anecdotal evidence culled from my many years of teaching wine (although I would love to gather some empirical evidence if anyone has some grant money laying around).

The first tasting of my wine school, and a tasting I have conducted at dozens of wine shows is a “component” tasting. I take several bottles of the same wine and throw them out of balance by adding more of their basic flavors - alcohol, sugar, tannin, acid, and oak. By watching the face of those running through these wines I can usually guess how they like their coffee, and by extension what wines they prefer.

The amount of sugar added to the one wine is just at threshold for the average person, meaning the wine changes, but does not taste sweet. If the wine doctored with sugar tastes sweet to them, they have the ability to taste sweetness more acutely (at lower ppm) than most. This translates to a coffee without sugar preference. Next up is the tannin, if it is strong to the taster, they probably add cream to their coffee.

Tastes change

Those who taste sweet but think the tannin is an improvement, unsurprisingly tend towards tannic wines like Cabernet Sauvignon and Barolo. Those who find the acidic wine less unpleasant than others, probably enjoy Pinot Noir and tart whites.

It is my observation that we have a preference for flavors that we do not detect in small ppm. This is the hypothesis that I wold love to be able to test more empirically someday, but for now I can safely say that I have had good luck guessing people’s taste based on this experience.

Tastes change, and as anyone who has trained stringently to improve their wine tasting skill can attest, the ability to detect trace flavors can be learned. Most people will never experience this, and as someone who suffers from strong flavors and aromas from years of vigorous indoctrination, don’t do it if you don’t need to. It may improve your wine tasting, but you will never be able to walk into a store selling perfumes or candles again.

I can point to the studies that show us how we have learned to temper our taste buds, but I have no science, or earthly clue to explain what I shudder to think of as some people’s taste in art or music. Jokes aside, the next time a companion doesn’t share your enthusiasm for your favorite wine, don’t doubt the basis of your friendship, just remember that taste is subjective, and as such is in your head, and on your tongue.