Are You Really What You Drink?

Latest Research in 20-Year Study of Taste and Smell Suggests that Flavored Vodka Preferences Can Predict Personality Traits

Santa Monica, California, UNITED STATES

WESTPORT, Conn., Aug. 4, 2004 (PRIMEZONE) -- The next time you are waiting to order a drink at a bar, pay close attention to what people are ordering. The flavor of a cocktail can tell you more about an individual than you may think. Is he or she your perfect match, or someone you may want to avoid at all costs?

A new study released today from The Smell and Taste Treatment and Research Foundation of Chicago, Illinois, an internationally recognized organization dedicated to sense research, shows that what tempts taste buds might provide insight into someone's personality traits.

"Since personality and taste are both found in the limbic lobe of the brain, they develop at the same time and are shaped by the same external factors," said Dr. Alan Hirsch, founder of the Foundation. "This being the case, we had a strong basis to assert that the flavors people select to consume might provide a window into their personalities."

To test this theory that flavor selection can predict personality traits, Dr. Hirsch focused his attention on situations where adults would be selecting a product to consume based on their personal preferences, yet their outward appearance, body language or conversation might not reflect who they truly are to the casual observer or potential suitor. In this instance, that consumption vehicle was an alcoholic beverage, which might be ordered at a local bar or restaurant. The beverage of choice was the fastest-growing in the spirits category -- Flavored Vodka.

For the study, entitled Personality Predictions Based on Vodka Flavor Preferences -- 567 volunteers (63 percent female, 37 percent male, with a median age of 25.5, ranging from 21-30) underwent a series of psychological tests. The volunteers were queried regarding specific aspects of their personality and behavior and also were asked about their preference among six flavors of Stolichnaya Vodka -- Razberi, Vanil, Persik (Peach), Ohranj, Citros and Cranberi.

Subsequent analysis, based on Dr. Hirsch's more than 20 years of research into the field on the psychological influence of taste and smell, was performed correlating vodka flavor and personality traits, and the following conclusions were reached:

 -- Stoli Vanil -- Contrary to popular belief, Vanil drinkers are far 
    from plain.  Spontaneity spurs them to live for the latest 
    thrill, jump into relationships headfirst, and fall hard.  
    While they won't call the shots, they love to be the center of 
    attention and all the action.  Depending on their mood, their 
    genuine match is a Cranberi type, while their opposite, 
    Razberi, complements their need for someone to make the 
    decisions for them.  Want to be like your favorite celeb?  
    Look to Jennifer Lopez, Julia Roberts and Ashton Kutcher, as 
    all are fellow Vanil-type personalities. 

 -- Stoli Razberi -- Practice makes perfect for Razberi fans and the 
    people around them.  With expectations soaring high and the need 
    to always be "on," Razberis like challenges and want to work 
    hard for their money -- and their relationships.  Although the 
    soul mate for Razberi is Ohranj, they will look for the 
    challenge in their opposite attraction, Vanil.  Celebrity 
    Razberi profiles include the personas of Madonna, Russell 
    Crowe, Sharon Stone, Rosie O'Donnell, Donald Trump and Andy 

 -- Stoli Ohranj -- Ohranj-type personalities are as cool as 
    cucumbers and natural people pleasers.  They put others 
    before themselves, and you'll always see a smile on their 
    faces, as their outlook on life is optimistic.  They will look 
    to Razberi for that match made in heaven, and turn to their 
    opposite, Persik (peach), to spice up their life with a little 
    drama.  Consistent Ohranj-type celebrities include Tom Hanks, 
    Katie Couric, Matt Damon, Sheryl Crow, Brad Pitt and Jake 

 -- Stoli Citros -- Rebels with a cause, Citros types are 
    adventure seekers with strong opinions, and in romance not just 
    anyone is worthy of them.  Just as a relationship takes a 
    serious turn, the Citros types are on to bigger and better.  
    Always between jobs, they somehow find a way to pay rent, 
    realizing that they need to spend more time finding themselves 
    than a career.  Citros needs Persik (peach) for an ultimate 
    partner in crime, but will turn to Cranberi when looking to 
    argue about their strong beliefs.  Strong Citros celebrity 
    personalities include Johnny Depp, Catherine Zeta 
    Jones, Angelina Jolie, George Clooney and Omorosa from "The 

 -- Stoli Cranberi -- First impressions are everything for Cranberi, 
    and their analytical nature complements their busy-bee attitude.  
    They'll fill the logical role, while they desire an emotional 
    companion that will keep the curve balls coming.  They'd better 
    make a good first impression on Vanil, their perfect match, or 
    Citros will fulfill their need for emotion as their opposite 
    attraction.  Celebrity prototypes of the Cranberi profile 
    include Gwen Stefani, Sean "P. Diddy" Combs, David Beckham and 
    Simon Cowell.

 -- Stoli Persik (peach) -- Persiks talk one personality and walk 
    another depending on the drama of the day.  Hopeless romantics, 
    they can capture the heart of anyone they meet, but lose 
    interest quickly...just as they do in their career as a routine 
    sets in.  To keep the passion and excitement in a relationship, 
    Persik can tempt their opposite, Ohranj, or their perfect match, 
    Citros.  Celebrity Persik-types include Tara Reid, Ethan Hawke, 
    Paris Hilton and Colin Farrell.

"This research demonstrates that what we drink can say almost as much about us as what we wear, or even what we might say, in a social situation," said Dr. Hirsch. "For those trying to wade through the treacherous waters of finding the perfect mate, this could prove quite useful."

A neurologist, psychiatrist and award-winning author, Dr. Hirsch founded the Smell & Taste Treatment and Research Foundation in Chicago in 1984 after realizing that in a world where we are bombarded with visual and audio stimulation, the sense of smell and its partner, the sense of taste, are often ignored. Dr. Hirsch's other recent notable work includes:

-- "Life's a Smelling Success": A book revealing all the secrets of how certain smells help you remember what you want and need to know most

-- "What Flavor is Your Personality?": Discover who you are by looking at what you eat

What Flavor Are You?

To find your flavor, take the Stoli Flavor Profile quiz at Discover your true personality, and ultimately your perfect match or opposite attraction, through your favorite flavor.

About Dr. Alan R. Hirsch, M.D., F.A.C.P.

Dr. Alan R. Hirsch is a Neurologist and Psychiatrist who specializes in the treatment of smell and taste loss and is the Neurological Director of the Smell & Taste Research and Treatment Foundation in Chicago. He is a Faculty Member in the Department of Medicine at Mercy Hospital and Medical Center, and Assistant Professor in the Department of Neurology and Department of Psychiatry at Rush-Presbyterian-St. Luke's Medical Center. Certified by the American Board of Neurology and Psychiatry, American Academy of Pain Management, Geriatric Psychiatry and Addiction Psychiatry, Dr. Hirsch conducts in-depth studies of the olfactory sense and its relation to all aspects of life, including studies observing the effect that certain scents or aromas have on behavior, emotions, mood and/or interactions between individuals.

Note: Celebrity references are for purposes of illustration only and do not imply endorsement of or affiliation with Allied Domecq, Stolichnaya (r) or Smell and Taste Treatment and Research Foundation.



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