Tim Hanni, MW, is a researcher, consultant, and educator whose work bridges perceptual science, consumer behavior, and wine business strategy. As the first American to earn the title Master of Wine, Hanni has spent over three decades challenging conventional thinking in the wine industry. His groundbreaking research into perceptual sciences, the interplay of genetics, neural conditioning, neural plasticity, and psychology, has reshaped how we understand taste, preference, and consumer diversity.
Hanni is the author of Why You Like the Wines You Like, a book that deconstructs wine snobbery and introduces a new framework for appreciating individual taste differences. He is also the founder of WineBusinessEducation.com, an educational platform used by universities and industry professionals worldwide to teach the fundamentals of wine business, marketing, and finance.
As a consultant, Hanni works with wineries, hospitality leaders, and entrepreneurs to develop consumer-first strategies that align with real-world preferences and behaviors. He is passionate about eliminating the intimidation and misinformation that often surrounds wine and promoting a more inclusive, evidence-based approach to wine enjoyment and communication. His current work continues to integrate perceptual psychology, neuromarketing, and adaptive communication into practical tools for the global wine industry.