America's leading nose experts, conferring at the Sacramento Convention Centre, are formulating new ways to manipulate wine lovers, right down to their brain cells.

As these top wine researchers, who have gathered in Sacramento, California, for the annual meeting of the American Society for Enology and Viticulture, learn more about the chemistry behind wine flavour and aroma, they use it to give winemakers better control over the traits of the wines they create and provide consumers with a reliably enjoyable product.

Every bit of understanding helps in a business where subtle changes in taste or aroma can make the difference between a US$10 bottle of wine and one that sells for US$40.

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( http://www.sacbee.com/content/news/science/story/14272441p-15082773c.html )