The music played in a bar can impact how much you enjoy your drink. Music can influence how much you like the taste of beer, according to a study published in Frontiers in Psychology. Their findings suggest that a range of multisensory information, such as sound, sensation, shape and color, can influence the way we perceive taste.The Brussels Beer Project collaborated with UK band The Editors to produce a porter-style beer that took inspiration from the musical and visual identity of the band…designed an experiment to see if the influence of music and packaging design would result in a more positive tasting experience.
The results showed that:
– Those presented with the label and track reported both greater enjoyment than those presented with the beer and label alone.
– “We have been able to see that people tend to feel more pleasure when experiencing beverages along with sounds that are part of the beverage’s identity.
– “…people that previously knew the song that was used in the experiment, not only liked the multisensory experience of drinking beer more while listening to it, but they also liked the beer itself more.”
– “It seems that the added pleasure that the song brought into the experience was transferred into the beer’s flavor.”
Next steps for this research Felipe said: “We want to keep assessing how sounds can modulate perceived flavor attributes of food and beverages, such as bitterness, sweetness, sourness and creaminess. “We also want to understand how sounds can influence our decision making process, in order to see if different sounds could, for example, lead people towards healthier food choices.”