Dr Keyzers said he will cover how interventions in grape growing can impact the quality of wine, the difference between taste and flavour, the chemistry of wine and understanding how molecules make "a glass of plonk" enjoyable.
"Every flavour has its origins in a molecular interaction, an understanding of chemicals can have a profound value of what we enjoy in wine."
He will also talk about cracking into different markets such as Asia, rather than the "saturated" traditional markets for New Zealand wine like Britain.
Wine exports are worth $1 billion to the New Zealand economy every year, with Sauvignon blanc accounting for more than 70 per cent of the volumes sold.
Dr Keyzers, who is more partial to Syrah, said wine could be altered for different palates through chemistry.
"The sensory properties for an Asian palate are going to be very different to what Westerners like."
He said this was being explored by the wine science research community, universities and winemakers, including Palliser Estate in Martinborough.
The talk is at 5.30pm on May 27.
To attend email rsvp@vuw.ac.nz with 'Masterton Lecture' in the subject line or phone 04 463 5791 by May 25.
