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How to Educate Your Brain With Alcohol | Sune Urth |...

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  • 5 years ago
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Your likes and dislikes are often based on a single experience and sticking to those assumptions will hinder your further development. Transferring that philosophy to how we treat alcohol, Sune Urth has developed a theory he calls ”The Tequila Conundrum”. He argues that personal aversions and dislikes are often based solely on irrational fears caused by certain memories. Those memories are connected with certain tastes, causing the mind to bring them back when, for example, drinking tequila.

Daring to confront these preferences helps us evolve our taste perception and opens up a new world of sensory experiences.


Sune Urth is one of Scandinavia’s finest bartenders and alcohol connoisseurs. Urth runs the bar at No. 2, a high-end restaurant in Copenhagen, Denmark. Under the name ”Hr. Urth” (Mr. Urth) he also runs his own distillery, travels Norway to teach the theories behind brewing, and is publishing books such as Cocktails for Home Brewers, which was released last year. What ties these activities together is the most sold but also the most misunderstood alcohol in Denmark: the akvavit.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx
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