Practical Science Education to Inform the Spirit Lover
Practical Science Education to Inform the Spirit Lover
Between 2002 and 2012, our work developing the NEAT glass immersed us in practical science sensory education and revealed how little the spirit lover understands regarding practical science and its influence on tasting and evaluation. Later on, in 2012, we at Arsilica, Inc. began posting a series of “Truth or Myth” articles for the education of the serious spirit lover and collector and the response was overwhelmingly positive. However, it seemed that more must be done.
State of the Art – Still Devoid of Practical Science Education
Even today, no one seems to understand basic science and myth run rampant over logical, rational, scientific explanation. Surprisingly, impatient consumers post DNRTL on social media (did not read, too long). Thus, it seems no one wants to know anything other than the short answer, right or wrong.
Ignoring Practical Science Perpetuates Myth
Misinformation fills the gap between perceived knowledge and practical science, undermining a true understanding and enjoyment of every spirit, from whiskey to vodka.
Professional associations, brand ambassadors, critics, authors, educators, and bloggers serve as the spirits industry’s teachers, knowledge custodians, and leaders—for better or worse. Most fail to embrace established scientific facts and inadvertently validate myths as truth, neglecting the responsibilities of education.
Today’s industry leaders prioritize profit. Plain and simple. Without deeper education and scientific grounding, new and more discerning generations will reject emotional marketing appeals and demand products with genuine purpose.
This transformation may unfold rapidly or gradually, depending on how industry leaders recognize and respond to changing buyer motivations, renewed interest in science, stronger community values, and consumers’ pursuit of genuine satisfaction from their purchases. Regardless, we are here to do our part.
What can be done? Quality Education
We love the spirits industry, and we fight misinformation and marketing manipulation by giving drinkers practical knowledge and education. Learn to evaluate spirits critically, confidently, and skillfully, but place your personal preferences first. Still, you earned the money that buys those products, so it is a good idea to understand what you purchased. Without useful sensory knowledge, emotional marketing from powerful spirits companies easily drives costly mistakes. Simply put, did you buy the spirit because you enjoyed it—or because a cute gaucho appeared on the brightly colored label?
We will teach the spirit lover to rely on his/her own judgment based on true science and actual research. Read our peer reviewed research report to see where we are going with our subject matter.
Education: Announcing NEAT Spirits Academy
To supplement sensory education, the week of July 27, 2020, we will post the first presentation on practical application of science to nosing, tasting, and evaluation of spirits containing useful information and exposing deceiving marketing practices. We will add to these as needed to stay timely and up-to-date with new discoveries.
Goals and Expectations
Our Goals: Give consumers, brand ambassadors, industry executives, and bloggers a practical understanding of aroma detection and spirits evaluation. Expose scientifically unsupported myths and misconceptions about aromas and sensory diagnostics. Moreover, we strive to improve spirits appreciation through knowledge, education, lively discussion, and constructive contributions.
What to expect: We examine every aspect of nosing, tasting, and evaluating spirits through science and verifiable fact. We treat no belief as sacred and directly challenge misleading marketing and unsupported myths. We welcome comments and disagreement and encourage open dialogue that advances understanding.
Rules of Engagement:
We focus on spirits diagnostics—not praising or criticizing specific brands. Toward that end, we do not permit political arguments, brand or personal attacks, slander, or inappropriate comments. Therefore, everyone may view the content and participate free of charge, without registering or providing personal information. We offer only knowledge, discussion, and interaction. Likewise, if you take spirits seriously, then we invite you to participate.
