Navigation Links
Brand preference may be in the drink, not in the head
Date:6/7/2010

WASHINGTON, June 7, 2010 Those social drinkers who order super-premium vodka in every martini or vodka-and-cranberry, and disdain that default "well" liquor. Are they just vodka snobs, who pay $60 for a bottle of a "tasteless" beverage that can't possibly taste much different than its $6 counterpart? Or is there really a scientific basis for the differences that drinkers claim to taste in America's favorite hard liquor?

Scientists are reporting the first identification of a chemical basis for people's preference for certain brands of vodka, which outsells rum, gin, whiskey, and tequila. They found that vodka differs from simple water-ethanol solutions in ways that could alter vodka's perceived taste. Their findings appear in the American Chemical Society (ACS) bi-weekly Journal of Agricultural and Food Chemistry.

Dale Schaefer and colleagues, who conducted the study, note that vodka has a long-standing reputation as a colorless, tasteless solution of 40 percent pure ethyl alcohol, or ethanol, and 60 percent pure water. All such beverages should have the same faint or undetectable taste. But sales of premium vodka brands have surged in recent years. Schaefer's group at the University of Cincinnati worked with colleagues from Moscow State University in Russia to find an answer.

They knew that famed Russian chemist Dmitri Mendeleev, noted for work on the Periodic Table of the Elements, made a key observation on alcohol solutions in his 1865 doctoral dissertation. Mendeleev believed that a solution of 40 percent ethanol and 60 percent water would develop peculiar clusters of molecules, called hydrates. That solution became the global standard for vodka, which usually is sold as an 80-proof, or 40 percent alcohol, beverage.

A century later Nobel Prize-winning chemist Linus Pauling speculated that the hydrate clusters might consist of an ethanol molecule sequestered by a hydrogen-bonded framework of water molecules.

The scientists used high tech instruments to analyze the composition of five popular vodka brands. They found that each vodka brand differed in its concentration of ethanol hydrates. Vodka drinkers could express preference for a particular structure. Drinkers actually may be perceiving this internal structure or structurability of vodka, rather than taste in a traditional sense, as the scientists note in their report:

"We began this discussion with the statement that vodka is a colorless, tasteless water-ethanol solution. So how do vodka drinkers develop brand preference? Our answer is structure. Beverages with low structurability are likely to be perceived as watery, because the fraction of water clusters is higher than in brands with high structurability. Beverages with high structurability, on the other hand, harbor transient cage-like entities where the ethanol molecule is sequestered by surrounding water molecules. At high alcohol content, clusters of alcohol molecules appear. . . These ethanol clusters undoubtedly stimulate the palate differently from either water or the E5.3H2O cage structure. Even in the absence of 'taste' in the traditional sense, vodka drinkers could express preference for a particular structure."


'/>"/>

Contact: Michael Bernstein
m_bernstein@acs.org
202-872-6042
American Chemical Society
Source:Eurekalert  

Related medicine news :

1. Tests Show Top Tuna Brands Have High Mercury Levels
2. Hillenbrand Reports Results for First Quarter 2010
3. 7Summits to Present at Soho Seminars 'Alignment of Personal and Corporate Brands'
4. EAT CLEANER Brand Becomes a Trusted Partner of Healthy Child Healthy World Making Food Safer for Families
5. Worlds #1 Health Brand for Kids Joins Forces With Worlds #1 In-School Childrens Theatre
6. Brandeis studies evaluate visionary approach to improving eyesight
7. Vision researchers Jay and Maureen Neitz to receive first Pepose Award from Brandeis
8. White Pine Systems and Pediatric Web Announce Partnership to Deliver Interoperable and Brandable PHR Solution for Pediatric and Family Practices
9. Allen Interactions Receives Silver Brandon Hall Learning Award
10. Brand-New Radiology Clinic Exceeds Every Industry Performance Standard Using MedInformatix RIS
11. First New OTC Headache Brand in 15 Years; Renowned Doctor Introduces Powerful Headache Medicine
Post Your Comments:
*Name:
*Comment:
*Email:
Related Image:
Brand preference may be in the drink, not in the head
(Date:6/25/2016)... ... 2016 , ... Conventional wisdom preaches the benefits of moderation, whether it’s a ... the bar too high can result in disappointment, perhaps even self-loathing. However, those who ... , Research from PsychTests.com reveals that behind the tendency to set ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... Those who ... with these feelings, many turn to unhealthy avenues, such as drug or alcohol abuse, ... Marne, Michigan, has released tools for healthy coping following a traumatic event. , Trauma ...
(Date:6/24/2016)... ... 2016 , ... Marcy was in a crisis. Her son James, eight, was out of control. ... and physically. , “When something upset him, he couldn’t control his emotions,” remembers Marcy. ... rocks at my other children and say he was going to kill them. If ...
(Date:6/24/2016)... Fla. (PRWEB) , ... June 24, 2016 , ... Global ... Trend magazine’s 2016 Legal Elite. The attorneys chosen by their peers for this recognition ... Florida. , Seven Greenberg Traurig Shareholders received special honors as members of this year’s ...
(Date:6/24/2016)... ... June 24, 2016 , ... Comfort Keepers® of San Diego, CA is ... Road To Recovery® program to drive cancer patients to and from their cancer treatments. ... the highest quality of life and ongoing independence. Getting to and from medical ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... a startling report released today, National Safety Council research ... proven plan to eliminate prescription opioid overdoses. Prescription Nation ... tackling the worst drug crisis in recorded U.S. history, assigned a ... , New Mexico , Tennessee ... failing states, three – Michigan , ...
(Date:6/23/2016)... June 23, 2016 Research and Markets ... Medical Market Analysis 2016 - Forecast to 2022" report ... The report contains up to date financial data derived from ... of major trends with potential impact on the market during ... market segmentation which comprises of sub markets, regional and country ...
(Date:6/23/2016)... Research and Markets has announced the ... report to their offering. ... favourable commercial environment for MedImmune to enter. The US ageing ... serve to drive considerable growth for effective anti-influenza medications. The ... sales considerably, but development is still in its infancy. ...
Breaking Medicine Technology: