The olfactory cortex is a pattern recognizer, changing the image from a sensory representation to an internal “sensory object”. In this state it represents individual components of the aroma molecules, but also qualities of the aroma as a merged object. The perception in the wine taster’s brain has both these qualities, challenging the ability to make fine distinctions. This conscious perception is believed to arise at the highest levels in the frontal lobes, where circuits enable the brain to be flexible in learning to prefer different wines.