Wine Industry Report

A recently published study has showed that there exists a correlation between the type of music played and the perceptions of a consumer concerning the qualities of a wine being drunk.

In his conclusion, Prof. Adrian North an applied psychologist at the Heriot Watt University in Edinburgh had this to say:

“Background music influences the taste of wine. The specific taste of the wine was influenced in a manner consistent with the mood evoked by the music. If the background music was powerful and heavy then the wine was perceived as more powerful and heavy than when no background music was played. If the background music was subtle and refined then the wine was perceived as more subtle and refined than when no background music was played. If the background music was zingy and refreshing then the wine was perceived as more zingy and refreshing than when no background music was played. If
the background music was mellow and soft then the wine was perceived as more mellow and soft than when no background music was played. The magnitude of these effects was not insubstantial, and they were stronger for red wine than for white.”