Sometimes a tugged mental thread yields the most unexpected byways of learning.
This particular journey began the other evening, when I was listening to a French radio station, Swing FM, while sipping a glass of champagne. The music playing was a heavy Hammond organ thing, the champagne didn’t taste quite right, and fortunately, some small task diverted my attention. When I came back to my glass, the music had changed to a happier swing piece, Southern Sunset.
It could be because I’m not a big fan of the mighty Hammond, but I was sure the champagne tasted better once the organ blues song had ended.
The question mark that popped up above my head was: Did the music affect my experience of the taste of the champagne?
And because this isn’t the end of my story, the simple answer is: Probably.
Some studies have shown that the tongue is easily fooled. When wine drinkers were exposed to various kinds of music, from Carmina Burana by Orff to Just Can’t Get Enough by Nouvelle Vague, the subjective perception of a wine’s taste could change by up to 60% – cabernet tasted richer, chardonnay more zingy, and so on.
Chalk it up to cognitive priming theory. The brain can be primed to respond in a certain way by environmental factors.
A point to be noted in passing: If you are trying to impress with a good wine, or cover the faults of a bad one: Play the right music.
But could music actually change the way wine tastes, objectively (i.e. quantifiably)?
Again, according to some winemakers, the answer is: Maybe.
The sound frequencies of music played to vats of maturing wine are said by some to enhance the yeast activity during the fermentation process. I haven’t been able to find any studies which back this up, but the winemakers who play monastic chants and classical music to their vats seem persuaded.
And so to the end of my exploration today, the current apex of winemaking and fermentation sound techniques, the Sonor Wines speaker/vat technology.
Created by a Viennese winemaker / musician, the claim is made that refinement of wine through music can be achieved through “a special speaker (…) placed into the tank or barrel to expose the fermenting grape juice to classical, jazz, electronic, pop or rock music. This method positively influences the maturing process of the wine and produces a better taste.”
My initial reaction?
It’s wondrous strange, and well, why not?
I don’t know if it works, I don’t know if it’s quantifiable genius or certifiable humbug, but on this dreary and rainy autumn morning, I’m happier for having found it.