Distillery to examine effect of music on taste of whisky

Published 6th Jul 2016
Updated 21 st Sep 2023

A Scotch distillery is embarking on an unusual research project - to examine how music can affect the taste of whisky.
A new study, titled ‘Which Whisky Sounds Best?’, will see Scotch enthusiasts sample three of the Glenrothes Speyside single malt vintage whiskies while listening to a range of music.
They will be asked how pitch, tempo and melody affect the taste and overall experience of enjoying a dram.
And anyone can take part - for just £8.

Music has 'notable effect' on perception of flavour

In previous studies relating to wine and other spirits, music has demonstrated a notable effect on our perception of flavour.
Now Bjorn Thorleifsson, who is currently studying an MA in Consumer Behaviour at Goldsmiths University in London, is helping Glenrothes find out whether it affects the taste of spirits too.
During the four tasting sessions, which are spread over the course of July, data will be collected and then studied for correlation.

Glenrothes distillery

All tests will take place at Kansas Smitty’s - a jazz bar in East London - and one of the founding members, Giacomo Smith, will personally select the music.
Amanda Baxter, spirits activation manager at Berry Bros & Rudd - a proprietor of the Glenrothes single malt brand - said: “We are trying to create a unique tasting and listening experience that is both instructive and also a lot of fun.
“Pitch, tempo and melody were all shown to have a notable effect on the way participants in the studies tasted wine."
Anybody can take part, and tickets are currently on sale for £8 for each of the dates of the tasting - July 6th, 13th, 20th and 27th.

Growing interest in whisky social experiments

There has also been a growing interest in social experiments on Scotch whisky consumption in recent years.
In 2013, Diageo hosted the Singleton Sensorium in London to determine whether the environment could change consumer experiences of drinking whisky.
Led by professor Charles Spence, head of crossmodal research at the Department of Experimental Science at Oxford University, a series of multi-sensory tests suggested that the right environment could enhance the experience of enjoying whisky by up to 20 per cent.

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