The Brain Science Here's where neuropsychology enters the vineyard. The human brain's relationship with wine is deeply emotional and multisensory. When we taste wine, our orbitofrontal cortex integrates sensory information with memory and emotion; it's why a particular bottle might remind us of our grandmother's kitchen or that study-abroad summer in Tuscany. This neural complexity is what makes wine special, and it's also what makes AI's role in the industry controversial.