Why Wine Pairing Rules Are Made Up Tim Hanni Explains

This is absolutely incredible. During this conversation with Master of Wine Tim Hanni, I had to step back and take a breather. He speaks on such a level about wine and the errors of the industry and packs so much into a single sentence, one must just ask him to stop to let the listener regroup. And then you can't wait to get to the next subject.

Tim Hanni has a knack for stirring up the wine world—and not just in the glass. Master of Wine, self-proclaimed neurodivergent, and recovering vertical thinker, Tim upends every rule you thought you knew about wine and food pairing. In this episode, you’ll tumble down the rabbit hole of wine “education,” learning why the very idea of a standardized language for wine is more myth than method, and why trying to force consumers into rigid tasting frameworks makes about as much sense as serving Château Yquem only after dessert. Tim invites us to step outside the vertical “vacuum” of tradition, where “experts” argue endlessly over points, metaphors, and what makes a wine “authentic,” regardless of what real people like or taste. Instead, you’ll explore horizontal segmentation—a visionary approach that asks what you enjoy, rather than lecturing you on what you’re supposed to like. He’ll open your eyes to the untold culinary histories of France, China, and beyond, exposing how local customs—think mixing wine with water, Cognac with Sprite, or the Spanish cult of Calimocho—defied all the snobbery and made wine approachable. Beyond the chemistry and the clichés, Tim shows how genetics, perception, and even childhood memories shape your palate. Unravel the neuroplastic threads connecting culture, biology, and psychology, and discover why language about wine is as personal and subjective as taste itself. Trust us, you’ll come away from this conversation empowered to toss aside intimidation, embrace your own preferences, and maybe even splash a little Coca-Cola in your glass—because as Tim reveals, the future of wine isn’t about changing you to fit the wine, but letting the wine world finally fit you.

✅ Think wine is all about fancy rules and stuffy traditions? Think again.
✅ Master of Wine Tim Hanni and host Paul Kalemkiarian shatter the myths around wine language, food pairing, and what REALLY matters when you pour a glass.
✅ On this episode of Wine Talks, they dive into why the “rules” of wine are mostly illusions, how perception and neurodiversity shape our tastes, and why the industry needs a massive shake-up.
✅ Bottom line: Forget the snobbery—wine is about YOUR experience, not outdated dogma. 

Mentioned in the podcast:

Monell Chemical Senses Center

Website: https://www.monell.org/

 

Suntory (Japanese company referenced for scotch and wine ventures)

Website: https://www.suntory.com/

 

 

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