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

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."


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

Page: 1 2

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