The Spirits are Calling. Will you answer? Join us July 15-19, 2015 as the international spirits community answers the call, returning for another spirited round of Tales of the Cocktail®.
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Saturday, July 18 • 3:00pm - 4:30pm
Brains & Booze: The Neurology of Mixology

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We get it, you know how to create the perfect cocktail. You spend hours studying the trends and reading the books to produce drinks to sell on your menus. But, how come not all of them are ordered? Do we really understand the ways in which our cocktails are enjoyed or even recognized by our consumers? And when it comes to cocktail selection, how do consumers make one decision over another? What the heck is going on in the brain to make people enjoy one drink and despise the next?

Join the tag team of world wide known neurologist Dr. Max Wiznitzer in conjunction with his daughter, NYC bartender Pamela Wiznitzer, as they reveal the mysteries of the brain and its functionality. With over 30 years of experience in the field of neurology, Dr. Wiznitzer is a leading medical specialist and has uncovered new information about the sensory experience of enjoying a cocktail. This seminar will go into the breakdown of how the brain processes information and the effect it has on our decision making. Learn with hands on demonstrations and tastings, cutting edge studies and information, and interactive data about how the brain and nervous system directly engage with the drinks we craft for our guests. Could one potential scent, odor or color increase your sales or leave a cocktail unordered? This seminar aims to find answers to these questions and leave you with the ability to "make up your mind" about what makes the most effective cocktail for consumers.

avatar for Pamela Wiznitzer

Pamela Wiznitzer

Creative Director, Seamstress
Pamela Wiznitzer has a true passion and zest for the industry that is seen and tasted in every drink she serves and also transcends the bar. Since 2006, Pamela has been working throughout NYC, and most recently as the Creative Director and bartender at Seamstress on the Upper Eastside... Read More →

avatar for Dr. Max Wiznitzer

Dr. Max Wiznitzer

Child Neurologist
Dr. Max Wiznitzer is a child neurologist at Rainbow Babies & Childrens Hospital in Cleveland, Ohio and professor of pediatrics and neurology at Case Western Reserve University.  He attended Northwestern University Medical School and trained in pediatrics and child development at... Read More →

avatar for Bacardi USA

Bacardi USA


Saturday July 18, 2015 3:00pm - 4:30pm CDT
Queen Anne Ballroom at the Hotel Monteleone 214 Royal Street New Orleans, LA 70130