Music affects the perception of wine - a scientific study
An interesting study has been released today showing that music can affect the perception of wine.
Most of us have experience of wines showing differently according to context, but this study actually demonstrates that the style of the music can prime the listener and then alter their perception of a wine being tasted at the same time. The reason this is interesting is because information from one sense (hearing) is affecting another unrelated sense (flavour perception).
The study itself isn't a proper scientific paper, but rather a short publication of the results of a collaboration between Chilean producer Montes and Dr Adrian North, a psychologist working at Heriot Watt University in Edinburgh. 250 adults from the University were offered a glass of one of four Montes wines in exchange for answering a short set of questions about the experience of this wine. As they were tasting, one of four pieces of music were playing, or as a control, no music was played.
The four wines:
Montes Alpha Chardonnay 2006 - Majestic, Tesco & Morrisons £10.99
Montes Alpha Cabernet Sauvignon 2005 - Majestic, Tesco & Morrisons £10.99
Montes Alpha Merlot 2006 - Majedstic & Co-op £10.99
Montes Alpha Syrah 2006 - Waitrose & Tesco £10.99
The four pieces of music:
Powerful and heavy: Carmina Burana – Orff
Subtle and refined: Waltz of the Flowers (from The Nutcracker) – Tchaikovsky
Zingy and refreshing: Just Can’t Get Enough – Nouvelle Vague
Mellow and soft: Slow Breakdown – Michael Brook
The results showed a statistically significant shift in the perception of the wine with music type. The authors concluded that the study "...shows that the music shifted the perception of the wine in the direction of the mood expressed by the music by an average of 37.25%. The mean percentage for the white wine was 32.25% and the mean percentage for the red wine was 42.25%, meaning that the effect of music was stronger on the taste of red wine than on the taste of white wine"
You can read the report here.