A large sample study on the influence of the multisensory environment on the wine drinking experience

Abstract

Background: We report on what may well be the world’s largest multisensory tasting experiment. Over a period of 4 days in May 2014, almost 3,000 people sampled a glass of red wine in a room in which the colour of the lighting and/or the music was changed repeatedly. The participants rated the wine, presented in a black tasting glass, on taste, intensity and liking scales while standing in each of four different environments over a period of 7 to 8 minutes. During the first 2 days (Experiment 1), the participants rated the wine while exposed to white lighting, red lighting, green lighting with music designed to enhance sourness and finally under red lighting paired with music associated with sweetness. During the latter 2 days of the event (Experiment 2), the same wine was rated under white lighting, green lighting, red lighting with sweet music and finally green lighting with sour music. Results: In Experiment 1, the wine was perceived as fresher and less intense under green lighting and sour music, as compared to any of the other three environments. On average, the participants liked the wine most under red lighting while listening to sweet music. A similar pattern of results was reported in Experiment 2. Conclusions: These results demonstrate that the environment can exert a significant influence on the perception of wine (at least in a random sample of social drinkers). We outline a number of possible explanations for how the sensory properties of the environment might influence the perception of wine. Finally, we consider some of the implications of these results for the wine drinking experience.