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"For example, when powerful and heavy music such as rock is heard, wines such as Montes Alpha Cabernet Sauvignon were perceived as tasting 60 per cent more powerful and heavy than when no music is heard. Similarly, when bold and fresh styles of music such as pop were heard, Montes Alpha Chardonnay was perceived as tasting 40 per cent more bold and fresh than when no music is heard.
In conclusion, it can be said that the style of music we listen to whilst drinking wine has a direct correlation on the taste of that wine. In the psychology field this is known as sensory priming.
Some previous music/wine research had noticeable buying pattern changes in supermarkets but this is the first time I have heard of music effecting taste directly.
The research is an extension of Montes wine-making techniques. They apparently play continual Gregorian chants to their wine barrels, believing that the gentle vibrations of the chants aid the maturation and ageing of their wines.
I have some samples of both the wines and the music used in the research coming to me next week; could be interesting!
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Comments
From: Rachel (May 13, 2008 5:20 PM)
Very interesting! It seems like it would make sense but I'm surprised the results are so intense - 40% bolder? That seems like a lot to me.
If I were to tell my friends who are not into wine that not only the food but the music has to be just right in order for the wine to taste optimal, they would laugh me right out of the room!
From: Greg (May 13, 2008 5:45 PM)
I just wrote a comment about this paper on Jamie Goode's blog. The results of this paper are incompletely reported to the point that it is hard to judge from the paper if what they found to be significant is even meaningful.
From: Taster B (May 14, 2008 11:01 PM)
Interesting...Kinda makes sense to me. I've noticed myself slip from ambivalence about a wine into a simpatico state with the transition from grating to soothing music on the radio...
I read another blog post somewhere a few months back where the author said that his wine preferred jazz and he'd subsequently banned his son's rap music in the house on the basis of it's bad effect on his wine. Looking forward to your assessment of the wine treated with monk music.
From: Philip James (May 21, 2008 7:24 PM)
Dan Petroski, the winemaker for Larkmead Vineyards in Napa, wrote about how music affects his work here:
http://blog.snooth.com/2008/05/21/art-and-music-and-wine/
I'm not 100 convinced of this myself, but I have spoken to a few startups that are focussed on the intersection of wine and music, and I'm impressed by what I've heard from them.
--philip