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14th May 2018
12:09pm BST

Dr Shepherd has studied this subject for years with the culmination of his research published in Neuroenology: How The Brain Creates The Taste of Wine and he also acknowledges that a person's age, gender and saliva affect how we respond to flavour and taste.
He's also careful to warn against overindulging because when "you down the stuff", you're oversaturating your system and not appreciating the wine's true taste.
It seems this theory applies to all types of wine too so happy days if you're a Sancerre or Malbec fan... you're still exercising your brain.
Thursday wine it is!Explore more on these topics: