Picture this: you take a sip of a rich, velvety Merlot, expecting deep berry notes and a smooth finish. But something feels off. The culprit might not be the wine at all, but the music playing in the background. Sound can subtly change how we experience flavor, making the same wine feel entirely different depending on what is coming through the speakers.
Fast, upbeat tracks with bright tones can make wine seem sharper or more acidic, even when it is well balanced. In contrast, slow, low pitched music tends to make wine taste smoother and fuller. This is why many wineries and fine dining restaurants build playlists to match their wine lists, using music in the same way they use lighting or plating to elevate the experience.
Music also shapes the rhythm of your evening. An energetic soundtrack may suit a lively wine bar, but it can unintentionally undermine the elegance of a fine dining setting. Choosing the wrong background track is like pouring a premium wine into a plastic cup. It sends the wrong message about quality.
Next time you enjoy a glass at a restaurant, pay attention to the soundtrack. When chosen well, it blends seamlessly with the flavors, deepening the moment. When mismatched, it can make even the most expensive bottle feel less special. In hospitality, music is not just background noise, it is part of the tasting notes.
Source: International Wine & Spirit Competition. (2024, July 15). Does music influence the taste of wine? IWSC. | North, A. C., Hargreaves, D. J., & McKendrick, J. (1999). The influence of in-store music on wine selections. Journal of Applied Psychology, 84(2), 271–276. | Spence, C. (2019, April 2). The influence of music on the taste of wine. The World of Fine Wine.