May I Suggest Jimi Hendrix With Your Red Wine, Sir?

Published on May 13, 2008 - 5:40:37 AM

By: Montes

LONDON, May 13 - Research by Chilean wine producer Montes has revealed a world scientific first - music has a direct impact on taste. Research carried out by the Department of Applied Psychology at Heriot Watt University has shown that the style of music we listen to whilst drinking wine affects how the wine actually tastes.

Montes winemaker Aurelio Montes plays monastic chants to his maturing wines, convinced that the gentle vibrations improve the quality and energy of the wine. Indeed, his Feng Shui designed barrel room is even built in the form of an amphitheatre, allowing each barrel of wine the optimum musical experience.

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 in 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.

Professor North explains: "I was intrigued by Montes' approach of incorporating music in the winemaking process, and was keen to explore whether music could actually influence the taste of their wines. This is the first time it has been scientifically proven that music can affect perception in other senses and change the way wine tastes."

The research could have wide reaching implications on how wine is marketed and sold with supermarkets, bar owners and restaurants tailoring their music selection to ensure consumers get the most from their wine.

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