The Lodi International Wine Awards, set for March 11 and 12, is setting out to challenge the wine industry to simplify the way it assesses wine and to take heed of the diversity of wine drinkers’ palates.

 The competition will use a new tasting strategy developed by sensory scientists, statisticians and wine experts that takes into account the differences in taste preference and sensitivities among wine drinkers.

The deadline to enter is Feb. 8. Entry forms and a rules handbook are available at www.lodiwineawards.com.

According to the event press release, research shows that different physiology creates varying wine style preferences. Based on that research, organizers of the Lodi International Wine Awards believe consumers and judges can be sorted into three major segments

• Tolerant tasters, who tend to favor dry, high-intensity, assertive wines.

• Sensitive tasters, the median group with a rather broad range of preferences.

• Hyper-sensitive tastes, who tend to have an aversion to bitterness and favor delicacy over intensity. They often prefer some degree of sweetness in their wines.

They will base the competition on this new wine value/rating system. G.M. “Pooch” Pucilowski, the event director,  will “individually screen and test judges to identify their sensory sensitivity and values. Wine tasting panels will be balanced to include an equal number of judges from each of the three groups.”

Awards will be given when judges with similar sensitivities agree a certain wine deserves recognition.

A questionnaire that helps consumers assess and identify their own wine segment is being tested and will be available later this year on the Lodi International Wine Award Web site.

“The questionnaire will enable consumers to select award-winning wines that best match their taste profile.” said Tim Hanni, Master of Wine, whose wine philosophy led to the event. A special recommendation “engine” on the Web site will also help consumers find the wines that most suit their preference.

 “Certain restaurants, E-tail and retail sponsors will be cooperating with us and feature award-winning wines from the different categories,” Hanni said.

Hanni, along with Dr. Michael O’Mahony and Dr. Rie Ishii, both from UC Davis,’ developed the new tasting method  based upon research and procedures developed by Drs. Michael and Hanni.

“It is well known in wine judging circles that awards are often given to the biggest, boldest and most assertive wines,” said Hanni. “It‘s been a problem because big ‘monster’ wines tend to stand out in a crowd while more delicate and elegant wines — equally good and widely enjoyed — may be lost.

“Ours is the only judging to use a revolutionary methodology that takes into account issues of flavor distortion and palate fatigue that often occur at tastings and judgings when many wines are evaluated over an extended session,” said Hanni.

A data analysis team, led by flavor specialist Dr. Hildegarde Heymann of the UC Davis, will track and analyze for segment criteria. On-going research and analyses using these data “will also help improve the quality and reliability of future judgings.” said Hanni. “They will be of great value to sensory scientists and wine marketers and be available free of charge to participating wineries and sponsors.”

The Lodi-Tokay Rotary Club is event sponsor and underwriter. “This event is an innovative way to raise money for local charities.” said Mike Pretz, Lodi Tokay Rotary president “It is also a means to raise awareness of Lodi as a unique, quality-driven wine growing region.”