Blog: May I suggest Jimi Hendrix with your red wine, sir?
Olly Wehring | 13 May 2008
New research has revealed that music has a direct impact on the taste of wine.
According to Chilean wine producer Montes and research carried out at the Department of Applied Psychology at Heriot Watt, it seems the style of music we listen to whilst drinking wine affects how the wine actually tastes.
Montes winemaker Aurelio Montes already plays monastic chants to his maturing wines, convinced that the gentle vibrations improve the quality and energy of the wine.
His Feng Shui designed barrel room is even built in the form of an amphitheatre, allowing each barrel of wine the optimum musical experience.
Which is all very well indeed if you can determine the good, the bad and the ugly of the music world. Nobody wants wine that has matured listening to Rick Astley now do they?
Commenting on the research, Montes said: "I've always believed that playing Gregorian chants aids in the maturation of our wines - it was therefore a natural extension to link with Heriot Watt and to scientifically determine the impact that music has on how wine tastes."
The research, conducted by Professor Adrian North, head of the Dept of Applied Psychology at Heriot Watt University, Edinburgh, is based on the “cognitive priming” theory - when a particular style of music is heard, it stimulates or “primes” specific areas in the brain.
Subsequently, when wine is tasted, these areas of the brain are already active and prime us to taste the wine in a corresponding way.
It seems the research could have wide reaching implications on how wine is marketed and sold in supermarkets and bars, so my advice is, get your request in early.
A little Jimi Hendrix at table ten please!
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