MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
Adam Carmer, who teaches classes at UNLV on fine libations, was able to offer the good stuff for $100 a shot (go anywhere else in town and you’ll be looking at a $250 price tag, minimum), and he’d come up with a tasting method that he felt kicked ass over any previous incarnation.
As Carmer explains, the traditional tasting method is: 1. Look at it. 2. Smell it. 3. Taste it. But many people don’t get anything out of this
process. “They just end up tasting alcohol,” Carmer says. So through research and meticulous experimentation, Carmer has come up with a method that turns standard tasting on its head a bit:
1. Do NOT smell the cognac before drinking. Take a small sip and let the liquid rest naturally in your mouth. Hold your head normally, mouth closed, and feel the cognac, by nature of gravity, drift down your jawline to the front of your mouth and the top of your tongue. Wait about 10 seconds. A burning sensation is normal, Carmer explains, as that’s the alcohol burning off, leaving you with pure taste.
2. Take small swallows, letting the cognac take its time. Tearing up is a normal reaction during this period, he explains, encouraging you to relax and not to fight it. You should get at least 5-7 swallows per sip.
3. Once you’ve completely swallowed all the cognac, lift your glass and smell. “You’ll find you no longer smell any alcohol.”