“Taste” remains the number one motivator of food purchase. Extensive research has been conducted on the purchase determinants of involved wine consumers. Taste and other sensory properties are essential for involved consumers. They indeed have a keen interest in understanding how their favorite wines are made, and how the food provenance or production methods impact the taste of the final products. Similar behaviors are expected for other complex agricultural products like coffee, chocolate, or tea. Involved consumers often turn to experts to deepen their knowledge. They read, take classes, and consult with experts on-premise. Most of the time, the expert language remains nebulous for consumers. Extensive literature exists comparing naive consumers’ and experts’ abilities in describing the “taste” of complex products. Several authors seem to imply that expertise is required for superior wine enjoyment. But is it? This presentation will share an experience training involved wine consumers in adopting simple basic sensory principles to evaluate wine. Contrarily to traditional wine education curricula, the focus is on delivering sensory education and practical applications of the core concepts. Fifty involved consumers followed the wine sensory training. Most realized for the first time the importance of olfaction in their overall wine experience. None had any notion of the physiological or psychological biases impacting their wine evaluation. All acknowledged how this 8-week training helped them deepen their understanding of wine and enhance their enjoyment. Opportunities exist to amplify current sensory marketing practices beyond words, often needing to be understood by consumers.  Speaker: Isabelle Lesschaeve, PhD