Are Spirits Drinkers a Sad Flock of

Inebriated Sheep?

George F Manska, CR&D Arsilica, Inc.

Recently we’ve refocused on a broader profile of the spirits/whiskey taster/drinker.  As a sensory research company since 2002, we have noticed that the public’s predilection for alcohol, particularly among neat, straight whiskey drinkers, inevitably results in a lack of recognition of the very spirits they claim as their “favorites.”  Tasting blind (no knowledge of brand) from tulip glasses, few can pick their favorite among three samples. 

The Dumbness of Ethanol: Once ethanol hits the nose, the vast majority couldn’t care less about the sensory subtleties of the spirit.  Over time, they become “label-buyer-status-seekers,” pleased and satisfied by the intake of highly concentrated, pungent, anesthetic, nose-numbing ethanol of the spirit, making choices by rarity, influencers, or memorable advertising.  We love the stuff, but on the nose, anesthetic ethanol gets in the way of our personal choices, because we can’t detect, much less, remember what we just smelled or tasted.

We asked ChatGTP4.0 “Where can this obsession with ethanol lead in 3-5 years?”  Granted, AI isn’t intelligent to the point where it can creatively invent or discover the unknown (yet), but AI is privy to hundreds of thousands of writings and published viewpoints on any subject and quickly assimilates and distills voluminous information. Here is the surprising response, and one can easily recognize that some points are already becoming fact.

ChatGPT (unedited):  The current trend in spirits tasting emphasizes high ethanol content, often facilitated by tulip-shaped glasses that concentrate aromas, including ethanol. This preference can overshadow the appreciation of a spirit’s nuanced aromas and flavors, focusing on the intensity of alcohol over its complex character. Such practices can mislead consumers into equating the prominence of alcohol warmth with quality, potentially limiting their ability to discern and appreciate the intricacies of different spirits.

Consumer Attitudes and Behaviors: This focus on ethanol strength over aromatic complexity can lead to several attitudes among consumers:

• Intensity Over Complexity: A tendency to favor spirits with a stronger alcohol presence, potentially overlooking the intricate balance and depth of flavors.
• Quality Misconception: The assumption that a stronger alcohol sensation signifies higher quality, ignoring the multifaceted nature of what constitutes quality in spirits.
• Sensory Evaluation Challenges: The dominance of ethanol can impede the detection of delicate flavors and aromas, hindering a comprehensive sensory experience.

• Shifting Preferences: As consumers become more informed, a shift towards spirits that balance alcohol with flavor complexity is expected. This reflects a growing appreciation for craftsmanship over mere intensity.
• Innovation in Glassware: New designs in glassware may emerge, aimed at enhancing the sensory experience by mitigating ethanol’s overpowering effects while highlighting a spirit’s aromatic profile.
• Educational Efforts: Increased efforts to educate consumers on tasting and appreciating spirits are anticipated, focusing on the importance of a holistic approach to evaluating spirits beyond ethanol impact.
• Growth of Low-ABV Spirits: The market might witness a rise in lower-alcohol spirits that offer rich flavor profiles without the overpowering presence of ethanol, aligning with trends towards moderation and health consciousness.

In essence, the spirits industry and consumer preferences are on the cusp of significant change. The current focus on ethanol’s intensity is expected to give way to a deeper appreciation for the subtleties and craftsmanship in spirits production. Innovations in glassware, along with educational initiatives, are poised to guide consumers toward a more nuanced understanding and enjoyment of spirits. This evolution reflects a broader trend towards quality and sophistication in alcohol consumption, promising a future where balance, complexity, and craft take precedence over mere strength.  (end of ChatGTP response).

Our Take:  Here comes Arsilica, Inc., a sensory research company since 2002, and inventor of the NEAT glass.  Looks like we have been ahead of the curve all along and have a bright future.  We are doing our part for the innovation and educational directions and have been doing so for well over two decades.  However, in the end, success is predicated on the acceptance of the mission of true education by associations and brands, as well as the consumers’ inquisitive desire for deeper, truthful knowledge of spirits, and above all, a new, stronger reliance on one’s sensory to find those spirits which truly satisfy one’s tastes..

Do pungent ethanol aromas belong to the spirit of sensory diagnostics?  Some say, “Sure, it’s part of the spirit.”  We say NO, not if you want to smell anything else but ethanol.  You can’t detect subtle aromas with a nose numbed by tulip-shaped ethanol nose cannons.  Let the ethanol in the oral cavity be part of the spirit after it has been diluted by saliva.  Once the spirit enters the oral cavity, you have the whole flavor enchilada; taste (5%), mouthfeel (5%), and retro-nasal olfactory (90%) through the pharyngeal opening in the back of the oral cavity. 

Sniffing concentrated ethanol before tasting only incapacitates the entire olfactory bulb before tasting, where the finish is most important.  There is simply no need to blow out your nose ortho-nasally (first sniffs) and ruin the retro-nasal with overabundant ortho-nasal ethanol.  Change glassware from a tulip concentrator to an ethanol dissipator.  The need for the iconic tulip identity badge because it gets in the way of diagnostics.  Did you come for the liquor or the glass?  A better glass will tell you much more about the spirit and how it satisfies YOUR tastes than some brand ambassador telling you what the company decided to tell you about their spirit.  Placing corporate marketing notes above your satisfaction is like taking your hands off the wheel in traffic.

Consumers Can’t Do it Alone: Somehow, sometimes, we have to take prurient marketing away from the big guys or get them to stand up for honest education.  Without industry associations such as ADI, ACSA, WSWA, and huge brand collectives such as Constellation, Diageo, and ABInBev getting on board the education train, change will take much longer.  The wine and beer industries are taking note, but the spirits consumers who need it are lost in the ethanol fog of numbed senses, relying on others’ opinions, following the “gurus,” and above all mistakenly associating higher ethanol, higher price, and smaller production volume with quality. Consumer is king, not the guys who are raiding your pocketbooks and telling you “It’s OK, here, this is what you are supposed to smell.”  This implies that your sniffer probably isn’t good enough, so here is some “free guidance” and you should thank us on your way out by taking home a bottle.  Seeking and discovering personal hedonistic enjoyment and satisfaction is not stuff for a flock of sheep.

Bio:  George F Manska, CR&D, Arsilica, Inc.

Qualifications:  Published sensory science researcher, and entrepreneur. BSME, NEAT glass co-inventor

Mission: Replace myth and misinformation with scientific truth through consumer education.  Click to see the science.