The short-term memory for the flavour of a wine in frequent but nonexpert drinkers was studied in an experiment comparing memory for wine under conditions where participants imagined and remembered a target wine with memory under conditions where participants carried out subsequent imaging and image rating tasks on the wine and on competing mental images. The results show that the cognitive operation of mental image rating produced enhanced memory when the operations were performed on the image of the target wine and somewhat impaired memory when operations were performed on an image of a competing flavour or operations performed on mental images in other domains. It is concluded that sensory traces of flavour may be effectively maintained in short-term memory when supported by appropriate encoding operations.