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William
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Joined: 10 Apr 2006
Posts: 4056
Location: Scotland
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 Posted: Wed Oct 09, 2013 4:41 pm Post subject: Change The Room; Change The Taste Of Your Whisky |
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A study by Professor Charles Spence, Head of Crossmodal Research at Oxford University, has been published today in Flavour journal by BioMed, which proves that environment enhances the taste of whisky.
Key facts that came out of a study of 500 participants:
A change of environment can enhance the experience of whisky by up to 20%
Participants noted that the taste of whisky was 10% sweeter in the 'red' room
Participants enjoyed the whisky 15% more in the final room, which had a 'woody' environment. 400 participants were observed in March 2013 at The Singleton Sensorium, where they tasted The Singleton in 3 different spaces (grassy, red and woody). The spaces were designed by sensory architects, Condiment Junkie. A further 100 people were tested in Professor Charles's laboratory in Oxford.
You will find more info plus a video about the research and results here:
www.scotchmaltwhisky.co.uk/eviromentwhiskyexperience.htm
The full paper is available to read here:
www.flavourjournal.com/content/2/1/23
_________________
There's no bad whisky. Just good whisky and better whisky. |
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Quaich1
Master Of Malts
Joined: 21 Apr 2012
Posts: 5749
Location: Ontario, Canada
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| Posted: Wed Oct 09, 2013 6:56 pm Post subject: Re: Change The Room; Change The Taste Of Your Whisky |
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| William wrote: | A study by Professor Charles Spence, Head of Crossmodal Research at Oxford University, has been published today in Flavour journal by BioMed, which proves that environment enhances the taste of whisky.
Key facts that came out of a study of 500 participants:
A change of environment can enhance the experience of whisky by up to 20%
Participants noted that the taste of whisky was 10% sweeter in the 'red' room
Participants enjoyed the whisky 15% more in the final room, which had a 'woody' environment. 400 participants were observed in March 2013 at The Singleton Sensorium, where they tasted The Singleton in 3 different spaces (grassy, red and woody). The spaces were designed by sensory architects, Condiment Junkie. A further 100 people were tested in Professor Charles's laboratory in Oxford.
You will find more info plus a video about the research and results here:
www.scotchmaltwhisky.co.uk/eviromentwhiskyexperience.htm
The full paper is available to read here:
www.flavourjournal.com/content/2/1/23 |
William, as a retired mental health professional this makes a lot of sense to me.
_________________
"Always carry a large flagon of whisky in case of snakebite and furthermore always carry a small snake."
W.C. Fields (1880-1946) |
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Alastair
Master Of Malts
Joined: 13 Nov 2006
Posts: 1735
Location: Ayrshire - Scotland
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| Posted: Wed Oct 09, 2013 9:46 pm Post subject: |
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| Interesting that what the eye sees can influence our sense of taste. The mind is a strange complicated animal. |
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William
Administrator
Joined: 10 Apr 2006
Posts: 4056
Location: Scotland
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| Posted: Wed Oct 09, 2013 11:25 pm Post subject: Re: Change The Room; Change The Taste Of Your Whisky |
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| Quaich1 wrote: | | William wrote: | A study by Professor Charles Spence, Head of Crossmodal Research at Oxford University, has been published today in Flavour journal by BioMed, which proves that environment enhances the taste of whisky.
Key facts that came out of a study of 500 participants:
A change of environment can enhance the experience of whisky by up to 20%
Participants noted that the taste of whisky was 10% sweeter in the 'red' room
Participants enjoyed the whisky 15% more in the final room, which had a 'woody' environment. 400 participants were observed in March 2013 at The Singleton Sensorium, where they tasted The Singleton in 3 different spaces (grassy, red and woody). The spaces were designed by sensory architects, Condiment Junkie. A further 100 people were tested in Professor Charles's laboratory in Oxford.
You will find more info plus a video about the research and results here:
www.scotchmaltwhisky.co.uk/eviromentwhiskyexperience.htm
The full paper is available to read here:
www.flavourjournal.com/content/2/1/23 |
William, as a retired mental health professional this makes a lot of sense to me. |
Murray, when Diageo sent me through the details of this earlier today you came to mind, i thought it may be of interest to you.
I think psychology is widely used in sales/marketing and is widely used by the big whisky companies. I am sure that psychologists would have advised whisky companies of the natural human instinct to trade-up and malt whisky is an affordable luxury to everyone no matter what their income there will always be a whisky within their reach. I am sure the whisky companies use this to their advantage and constantly push prices up and encourage existing whisky drinkers to trade-up from their usual whisky.
_________________
There's no bad whisky. Just good whisky and better whisky. |
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Quaich1
Master Of Malts
Joined: 21 Apr 2012
Posts: 5749
Location: Ontario, Canada
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| Posted: Thu Oct 10, 2013 12:09 am Post subject: Re: Change The Room; Change The Taste Of Your Whisky |
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| William wrote: | | Quaich1 wrote: | | William wrote: | A study by Professor Charles Spence, Head of Crossmodal Research at Oxford University, has been published today in Flavour journal by BioMed, which proves that environment enhances the taste of whisky.
Key facts that came out of a study of 500 participants:
A change of environment can enhance the experience of whisky by up to 20%
Participants noted that the taste of whisky was 10% sweeter in the 'red' room
Participants enjoyed the whisky 15% more in the final room, which had a 'woody' environment. 400 participants were observed in March 2013 at The Singleton Sensorium, where they tasted The Singleton in 3 different spaces (grassy, red and woody). The spaces were designed by sensory architects, Condiment Junkie. A further 100 people were tested in Professor Charles's laboratory in Oxford.
You will find more info plus a video about the research and results here:
www.scotchmaltwhisky.co.uk/eviromentwhiskyexperience.htm
The full paper is available to read here:
www.flavourjournal.com/content/2/1/23 |
William, as a retired mental health professional this makes a lot of sense to me. |
Murray, when Diageo sent me through the details of this earlier today you came to mind, i thought it may be of interest to you.
I think psychology is widely used in sales/marketing and is widely used by the big whisky companies. I am sure that psychologists would have advised whisky companies of the natural human instinct to trade-up and malt whisky is an affordable luxury to everyone no matter what their income there will always be a whisky within their reach. I am sure the whisky companies use this to their advantage and constantly push prices up and encourage existing whisky drinkers to trade-up from their usual whisky. |
Well said William. In a related vein, Marshall McLuhan http://en.wikipedia.org/wiki/Marshall_McLuhan was the one who coined the phrase which is known world wide- "The medium is the message". I actually met him many decades ago. His work indicated how advertising and packaging can influence the selection and enjoyment of a product, like a cereal in a grocery store. Packaging and presentation affects the rating of a product apart from the product itself. In a sense, the milieu in which a scotch is enjoyed is a figurative extension of the packaging and presentation of the product in my opinion. This is another layer I believe in addition to the sensory comfort and attraction elements and how visual cues affect taste and olfactory processing discussed in the article.
_________________
"Always carry a large flagon of whisky in case of snakebite and furthermore always carry a small snake."
W.C. Fields (1880-1946) |
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