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24 WINE’S SIREN SONG 25
WINE’S SIREN S ONG
An appetite
for
Mozart
When we listen to certain types of music, it stimulates a different area of
our brain, ultimately influencing the way we perceive a wine’s taste.
That’s nothing new to Haydn and Mozart, who earned money by composing
and playing music for musical soirees. For today’s audience, here are
some tips for choosing the right music to bring the palate to a crescendo.
SYRAH
rich, complex, powerful
Seal / Xavier Naidoo
SILVANER
fine, mild, versatile
a-ha / Keane
CABERNET / MERLOT
earthy, flinty, bold
Jamiroquai / Ayo
CHARDONNAY
dense, full-bodied, smoky tones
Katy Perry / Leona Lewis
MERLOT
soft, fruity, full-bodied
Paramore / One Republic
WHITE WINE
RED WINE
RIESLING
fruity, lively, complex
Madonna / Arctic Monkeys
CABERNET SAUVIGNON
brawny, smoky, dynamic
The Rolling Stones / The White Stripes
PINOT BLANC
spritzy, direct, accessible
P!nk / Lily Allen
behavior; however, this is the first time it has been scientifically proven that
music can affect perception by other senses, thereby influencing the way a
wine tastes.” In another study, North was able to measure how much of an
influence music has. Even before we’ve taken our first sip, sound has affected
our purchasing behavior. When French accordion music is piped in at a wine
shop, customers are more likely to buy French wines. Even
German oompah music is able to cast a magical spell. In
North’s experiment, it increased the sales of German
dessert wines. To some, this may sound like brainwashing,
but North is convinced that music serves to accentuate our
internal feelings and general behavior. The psychologist
envisions a coming trend when wine labels will include
music recommendations. And what will they suggest? Rock
for Chianti and pop for Riesling. The new flavor enhancers.
But how can the musical bouquet be enhanced? Just as the
temperature of the wine and the glass selected must pay
homage to an exquisite wine, so should the quality of sound
equipment. As another study proves – this one in France –
enjoyment and a boom box just don’t mix. French psycholo-
gist Nicolas Guéguen found that the more he ratcheted up
the music, the faster his test subjects got drunk. Better to
fine-tune the balance of the music yourself and put on a
good set of headphones. A votre santé!
Music influences our buying behavior:
an oompah band is a Lorelei
for German wines. French accordion
music seduces customers to
buy French wines.
“… however, this is
the first time
it has been scientifically proven
that music can affect
perception in other senses.”
DR . AD R IA N N O R T H, HE RI OT- W AT T U NI V E R SIT Y E DI N BU RG H