Music Changes Perception of Wine Add/Read Comments
Snooth Wine Search:
"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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