Research finds there are four types of wine drinker

Wine drinkers fit into four different preference categories according to Tim Hanni MW, who believes that wine preferences are determined by genetics.

Woman having glass of wine

Hanni asserts that people can usually be grouped into one of four ‘vinotypes’: sweet, hypersensitive, sensitive and tolerant.

In addition to genetics, Hanni believes that wine preferences are determined by your environment and that people’s tastes change over time based on experiences.

Flavour maven Tim Hanni MW

Formed predominantly of women, ‘sweet’ types are picky wine drinkers and have a preference for light and delicate sweet wines. They tend to find other types of wine too harsh in alcohol or strong in flavour.

‘Hypersensitive’ types are more adventurous than sweet types and like to explore new wines, but prefer clean styles that aren’t too loud on the flavour front.

Hanni puts ‘sensitive’ types at the centre of the sensory sensitivity spectrum. They are flexible, free-spirited, adaptable and adventurous and enjoy a wide range of wine styles. According to Hanni, the majority of wine drinkers fall into this category.

Finally, ‘tolerant’ types crave intensity and powerful flavours and can’t understand why others drink “wimpy” wines. They have a preference for rich, full-bodied wines.

Researchers at Michigan State University recently put Hanni’s theory to the test by surveying a group of adults on food and drink preferences and consumption patterns.

Participants were also asked to rate food and wine at 12 different tables both individually and paired together. Hanni’s theory was found to hold some weight as the researchers were able to predict wine preferences based on consumption patterns and preferences.

The study found that vinotypes correlate with other food and drink preferences, with sweet types showing a preference for fizzy drinks and tolerant types enjoying strong coffee.

“The palate rules, not someone else’s idea of which wine we should drink with our food,” said former chef Carl Borchgrevink, lead author of the study.

Hanni, a former chef, is one of the first Americans to be crowned a Master of Wine, earning the title in 1990. Known as the ‘flavour maven’, Hanni believes his vinotype theory should be used by sommeliers and retailers when suggesting wines to customers.

Hanni lectures around the world on flavour balancing, sensory sciences and culinary history.

5 Responses to “Research finds there are four types of wine drinker”

  1. James Clarke says:

    Really! I am quite surprised, I am thinking which type of drinker I am

  2. Ruth Logsdon says:

    Well said! Thank you for sharing your thoughts.

  3. John Casey says:

    How does this relate to ‘PROP sensitivity’, and/or super PROP Sensitivity?

  4. Peter Hanna says:

    If Tim Hanni says it – then its OK by me. He was the most influential mentor I had for food and wine pairing

  5. Johnny Brown says:

    Reading your blog makes me realize what type of drinker I am. I feel like I’m a ‘Hypersensitive’ drinker or ‘sweet’ types. I like to explore more but I prefer sweet wines also.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Partner Manager - Manged On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

Buyer - Spain & South America

Enotria&Coe
London, UK

Events Sales Manager

Enotria&Coe
Field based - London or surrounding area

Sales Director Europe

Mirabeau Wine
Europe

Digital Co-ordinator

Alliance Wine
London, UK

Argentina Breaking New Ground Masterclass Series

Manchester,United Kingdom
16th Oct 2018

Argentina Breaking New Ground Masterclass Series

Leeds,United Kingdom
17th Oct 2018

Argentina Breaking New Ground Masterclass Series

Edinburgh,United Kingdom
18th Oct 2018
Click to view more

Global Chardonnay Masters 2018

Deadline : 17th October 2018

Green Awards 2018

Deadline : 19th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more