Gastronomica
by Alliance
“Memorable Tales of Food & Wine”
The link between our sense of smell and our memory is
incredibly powerful and the ability to re-call events and emotions as a result
of smelling something familiar, even if not consciously committed to memory, is
common to us all.
Proust’s famous piece on the evocative abilities of tea and
madeleines, the haunting, sinister attraction of aroma in the novel “Perfume”
or the more populist recollections of Will Smith in “Summertime” (or should that be Jazzy Jeff and the Fresh Prince? " Remember how the smell of a girl brings back nostalgia")) all indicate
that whether we know it or not, our sense of smell and memory are inextricably
linked.
In gastronomy, those associated with molecular gastronomy in
particular have re-awakened a link between taste, aroma and memory in a way
that is perhaps more conscious than ever before but is more thoughtful,
effective and enjoyable than ever. One only needs to look at the enjoyment to
be gleaned from Heston’s Victorian feasts to realise that food (and of course
wine) has the power to do far more than satiate.
It is however both an underdeveloped research subject and an
under-utilised tool by those in the wine industry – and particularly those
whose job it is to enlighten and engage the consumer. When debates rage on
about how we should engage the consumer or indeed whether the consumer needs to
be engaged at all, are we perhaps missing the oldest trick in the book when it
comes to marketing? In telling the stories that bring wine to life, could we be
more aware of the power of smell and its ability to touch and to evoke emotions
far more powerful than simplistic price led mechanics will ever be?
Gastronomica by Alliance Wine is our 2012 portfolio tasting
– but it is more than that. Involving stories from our producers of people and
meals long gone (but fondly remembered) as well as the inspirational food
moments that our staff have enjoyed, we will relate the stories, smells and
tastes that bring the subject of wine to life. Dishes from winemaker’s
recollections will be re-invented and paired with memorable wines to produce a
tasting that highlights the strengths of Alliance
For more information on the tastings to be held in London and Edinburgh
For further discussions on food, wine, memory and marketing,
please contact Giles Cooke MW giles.cooke@alliancewine.co.uk
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