Tim Hanni is an innovator, researcher, renegade and a relentless crusader against wine snobbery. He is currently the Vice-president of the Institute of Masters of Wine North America, teaches The Business of Wine online courses with the Napa Valley Wine Academy and at Washington State University, and consults for wineries and wine-related companies around the world. His business interests including developing winery and tasting room/wine club financial planning and forecasting tools (www.winebizsim.com), business and marketing consulting, wine education, and programs to help wine and hospitality businesses understand consumer preferences at a neuro-physio level and market wine products more effectively.
Hanni was dubbed “the wine anti-snob” by the Wall Street Journal for his pioneering work to eliminate wine myths and misunderstandings about wine so all wine consumers have a stronger voice and easier means to enjoy the wines they love. At the heart of this crusade is a quest to find the fundamental elements that shape our taste preferences, and to understand, embrace, and cultivate the interest of all wine consumers, not just a select few.
One of the first two Americans to earn the title of Master of Wine, Tim is also a professionally trained chef, and international consultant to the wine industry. He is the author of “Why You Like the Wines You Like; Changing the way the world thinks about wine.” This paradigm-changing book focuses on expanding wine enjoyment by understanding the factors that influence personal wine preferences and also “The Sweet Wine Lover’s Manifesto; ending the tyranny of the dry wine fashionistas,” published in the fall of 2016. A former “guru” of wine and food pairing Hanni now promotes his principles of Flavor Balancing and a movement to pairing wines to the diner, not the dinner. These principles have been adopted by countless great chefs and also are now part of the curriculum for the Wine & Spirits Education Trust.
Hanni continues to research on understanding the physiology and neuroscience that determine consumer beverage preferences and buying behavior, engineered in cooperation with noted Cornell University researcher Virginia Utermohlen, MD. Based on this research he has formed eCode.me LLC and the wine consumer profiling technology myVinotype.com with a new wine app now available through iTunes.