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7th April 2017
11:05pm 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 over-saturating 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.