Why You Like the Wines You Like: Changing the way the world thinks about wine. (The New Wine Fundamentals)

Master of Wine and Chef Tim Hanni MW was hailed as the Wine Antisnob by the Wall Street Journal for his work in understanding consumer wine preferences and revolutionary concepts for wine and food pairing. This introductory volume for The New Wine Fundamentals wine education program is based on two decades of research by the author and many research colleagues.

"Why You Like the Wines You Like; changing the way the world thinks about wine" introduces the physiological and psychological factors that shape personal wine preferences. It offers empowerment to wine drinkers at all levels and is a truly game-changing approach to the subject of the enjoyment of wine and wine with food.

Why You Like the Wine You Like also looks at the countless myths and lore associated with wine and provides insights and an information for anyone interested in wine history.

Hanni’s wine and food principles were adopted last year and taught as part of the Advanced Diploma curriculum for the Wine & Spirits Educational Trust. "Wine and food pairing is has become an imaginary and metaphorical exercise with little basis in reality," Hanni says. "I am on a mission to have everyone pair wines with the diner, not the dinner."

“I have spent many hours with Tim wrestling with some of his ideas while they were still in the formative stage. It was both an exhilarating and an exhaustive experience. With a broad and deep knowledge of wine and food history as well as their complexities, he is not afraid to challenge the way things are done and suggest alternatives. He’s not dogmatic in his beliefs, but he demands that conventional thinkers think again. You may not agree with all his conclusions, but I promise he will make you think.” George Taber, author of the bestseller The Judgment of Paris and A Guide to Bargain Wines and former correspondent and editor for Time magazine

Tim Hanni, one of the first two Americans to earn the title of Master of Wine, is the author of "Why You Like the Wines You Like; Changing the way the world thinks about wine." This paradigm-changing book, due to be released in January of 2013, focuses on expanding wine enjoyment by fostering better communications and eliminating counter-productive wine and consumer myths. His international consulting work centers on implementing his consumer research, technology and insights into strategic planning, product development, marketing and sales initiatives that have resulted in tremendous success stories for his clients. Hanni is currently a member of the Executive Council of the Institute of Masters of Wine in London and the Board of Directors of the Institute of Masters of Wine North America. He is on faculty at Sonoma State University's Wine Business Institute teaching the Wine Business Certificate Series, the first international online wine business program. Hanni is a widely recognized leader in developing wine marketing and education programs that break down barriers that historically hinder the unfettered enjoyment of wine. He is involved in sensory and behavioral research projects to create a better understanding of consumer wine preferences. Hailed by the Wall Street Journal as "The Wine Anti-Snob," Tim is an innovator, researcher, renegade and a relentless crusader against wine snobbery. At the heart of this crusade is a quest to find the fundamental elements that shape our taste preferences, and to understand, embrace, and cultivate the interest of all wine consumers, not just a select few. Many of the world's greatest chefs have embraced Tim's Flavor Balancing concepts and techniques. His techniques for creating user-friendly wine lists and retail wine programs are combined with proven culinary techniques to balance food and wine flavors and are employed by thousands of restaurants and hotel outlets around the world. The Wine & Spirits Education Trust in London, England, has adopted his wine and food principles in their international curriculum. Tim's research on understanding the physiological and psychological factors that determine consumer beverage preferences and buying behavior, engineered in cooperation with noted Cornell University researcher Dr. Virginia Utermohlen, MD. Hanni's mission is to eliminate wine myths and misunderstandings so all wine consumers have a straonger voice and easier means to enjoy the wines they love.