What we did
Inspired by the work of Tim Hanni MW, we wanted to develop a system which would remove some of the barriers people face when buying wine.
In 2009, a team from Bibendum attended the Wine Futures conference in Rioja, where Tim Hanni MW spoke. This was the first time we had come across Tim’s work around flavour. On the back of this, Bibendum brought Tim to the UK to appear at our Annual Tasting in January 2010, where we launched a UK-wide taste survey.
The results of this survey allowed our Market Insights team to examine the difference between people’s taste sensitivity up and down the country, as well as assessing the viability of developing and implementing a taste profiling scheme in the UK. After extensive testing of the data sets and trialling of different question types, our Insights team created an algorithm that allowed us to turn a series of simple questions into a taste profiling tool that could be used both online and at point of sale across the On & Off Trade. We called this whole project - Taste Test.
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