The Billion Dollar Nose
Everyone has a nose, but not all of them are finely-tuned instruments that produce flavors and aromas that sell millions or billions of dollars of product. The nose on Per Hermansson's face is exactly that. Hermansson's sensory skills have launched international bestsellers like Kahlua, Malibu, and Absolut Vodka. As the director of sensory design at The Absolut Company, Hermansson is charged with the task of developing new flavors of vodka that bring back sales that have sagged with younger consumers.