Beverage Education Workshop’s Post

Playing (neo)classical music can influence consumer behavior by creating an atmosphere of exclusivity, increasing the perceived value of wines. Research has demonstrated that in such settings, consumers are more likely to choose higher priced wines, linking (neo)classical music with luxury and quality. Moreover, music can alter how wine is tasted and experienced (North, 2012), as the type of music can enhance sensory perceptions making wine seem richer, smoother, or more complex. This relationship between music and wine is an example of how auditory stimuli, a category of priming, can influence decision making and selections of consumers. (Neo)classical music influences consumers to match their wine choices with the setting leading them to choose wines that feel suitable for the luxurious atmosphere the music creates. An interesting location to explore that mystic relationship is at World of Wine (WOW) in Vila Nova di Gaia, Portugal. At WOW Porto a grand piano is strategically placed in the museum. There it can be demonstrated how solo piano music enhances the wine tasting experience. WOW showcases how music and wine benefit from each other, letting visitors experience how music influences their wine tasting experience. A convincing demonstration of how the interplay between sound and taste can enrich the sensory discovery of wine🍷 Insights into this fascinating relationship offer opportunities for developing more effective sensory marketing strategies, including the use of sound stimuli in digital disruptive technologies such as augmented and virtual reality. This consideration is particularly relevant for enhancing marketing and sales in the wine industry as these technologies can enhance emotional engagement and influence purchasing decisions by creating immersive environments that complement the sensory journey of wine tasting #wine #auditorystimuli #priming #neoclassical

👀 𝗗𝗼 𝘄𝗲 𝗿𝗲𝗮𝗹𝗹𝘆 𝗲𝗮𝘁 (𝗼𝗿 𝗱𝗿𝗶𝗻𝗸) 𝘄𝗶𝘁𝗵 𝗼𝘂𝗿 𝗲𝘆𝗲𝘀 𝗳𝗶𝗿𝘀𝘁? That's what the adage says, but what happens when we put it to the test? 🧪 In our most recent experiment, participants tasted various drinks under two conditions: some drinks were masked (served in cups with opaque lids), while others were unmasked (served without lids). Each drink was paired with one of two soundtracks: one of them “sweet” and the other a “non-sweet” soundtrack. 👇 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝘄𝗲 𝗳𝗼𝘂𝗻𝗱: • 𝗦𝗲𝗲𝗶𝗻𝗴 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: Participants preferred the unmasked drinks, showing that visuals play a key role in enjoyment. • 𝗠𝘂𝘀𝗶𝗰 𝘀𝗵𝗮𝗽𝗲𝘀 𝘁𝗮𝘀𝘁𝗲: Consistent with previous research, drinks paired with the sweet soundtrack were rated as sweeter, less sour, and more likable. • 𝗩𝗶𝘀𝘂𝗮𝗹 𝗺𝗮𝘀𝗸𝗶𝗻𝗴 𝗱𝗼𝗲𝘀 𝗻𝗼𝘁 𝗰𝗵𝗮𝗻𝗴𝗲 𝘁𝗵𝗲 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀 𝗼𝗳 𝘀𝗼𝘂𝗻𝗱: Surprisingly, covering drinks with a lid didn’t enhance the reliance on music for taste perception. While visual deprivation (e.g. being blindfolded) often enhances our reliance on the other sensory modalities, merely adding a lid on a cup did not make participants rely on auditory cues more. 🧋 𝗪𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: This study highlights the relevant influence of multisensory environments on taste. It also offers practical insights for the food and hospitality industries: music can transform the dining experience and… perhaps it's time to rethink those plastic lids! 𝗥𝗲𝗮𝗱 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗶𝘀 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗵𝗲𝗿𝗲: https://lnkd.in/dpsP-rqb Thank you Marília Prada and Margarida Garrido

🎶🍷 Sensory Immersion: The Interplay of Wine, Music, and Consumer Experience🍷🎶 As a passionate advocate for sensory science, I’m continually fascinated by how our experiences as consumers are shaped by the interplay of various sensory cues. Recently, I explored the compelling relationship between wine tasting and music, delving into research that highlights the profound impact of sensory immersion on our enjoyment and perception. Studies indicate that music not only influences our emotional state but also alters our taste experiences. The right soundtrack can enhance the flavors of a wine, transforming a simple tasting into a captivating sensory journey. Imagine enjoying a full-bodied Merlot while listening to a lively jazz tune—the fusion of taste and sound creates a rich tapestry that heightens our appreciation and connection to the moment. Moreover, the article “The Influence of Music on Wine Tasting” emphasizes how consumers are not just passive recipients of flavors; we actively engage in a sensory dialogue that enriches our overall experience. This connection encourages us to savor not only the wine but also the atmosphere we create around it. The next time you indulge in a bottle, consider the power of music as a companion to your tasting. By curating the right playlist, you might uncover new dimensions in both the wine and the auditory experience, leading to a more immersive and memorable consumption. Here’s to the art of sensory immersion and the delightful connections that enhance our enjoyment of wine and life! 🥂✨ References: 1. “The Influence of Music on Wine Tasting” 2. [Article on Wine Tasting and Music](https://lnkd.in/e6QsH6zp) #SensoryScience #WineTasting #Music #ConsumerExperience #WineAndMusic #Cheers

The Perfect Blend: Tea and Music There's something universally soothing about sipping a warm cup of tea while listening to your favorite music. It's a simple pleasure that many of us cherish, whether starting the day, winding down in the evening, or taking a moment to pause during a busy day. The right music can elevate the experience, creating a harmonious blend of taste and sound. Tea Time Tunes Finding the perfect playlist to accompany your tea-drinking session can be a delightful journey. Here are a few recommendations to get you started: Morning Serenity: Begin your day with calming instrumental tracks. Try the "Morning Coffee" playlist on Spotify, featuring gentle acoustic tunes that awaken your senses without overwhelming them. Afternoon Delight: For your midday tea break, enjoy some light jazz or classical music. The "Tea Time Jazz" playlist offers a sophisticated backdrop that pairs wonderfully with a fragrant cup of Earl Grey or Jasmine Green. Evening Relaxation: Wind down in the evening with soothing melodies. The "Chill Vibes" playlist includes mellow electronic and ambient tracks, perfect for enjoying a calming herbal tea like Chamomile or Lavender. The Impact of Climate Change on Tea As we enjoy these moments of tranquility, it's important to acknowledge the challenges facing the tea industry. Climate change is significantly impacting tea production around the world. Unpredictable weather patterns, rising temperatures, and changing rainfall can affect the quality and yield of tea crops. Farmers are facing these challenges head-on with innovative sustainability efforts. Many are adopting organic farming practices, using natural fertilizers, and implementing water conservation techniques to reduce their environmental footprint. Supporting brands that prioritize sustainability helps ensure that we can continue to enjoy our beloved teas for generations to come. Join the Conversation Let's celebrate the wonderful pairing of tea and music while also recognizing the importance of sustainable practices in tea production. Share your favorite tea-time playlists or music recommendations in the comments. How does music enhance your tea-drinking experience? Together, we can create a community that appreciates the finer things in life and supports efforts to protect our planet. Enjoy your tea, turn up the music, and let's make every sip count!

Find your ONE thing. What are you known for? Is that a dish? A cocktail? Or is it the service people love? There must be ONE thing that gets people to start talking about you and returning for more. It does not have to be crazy expensive or complicated. It can be simple but made your way and is always consistent. Think of it like a music album by an artist. ONE song grabs attention. Find that ONE thing for your hospitality venue. #foodandbeverage #restaurants #hospitality

Make sure your business is listed on these platforms to reach more hungry customers 😎🧐 Top 5 Local Directories for Cafe's & Restaurants in #India 👉 Which local directory do you use most often to find Cafe's & Restaurants? Music: Views Musician: @iksonmusic #smallbusinesstips #localbusiness #localseo #digitalmarketing #top5listingsites #cafemarketing #restaurantsmarketing

Looking to elevate your restaurant's atmosphere and increase sales? Consider incorporating live music. From enhancing customer experiences to encouraging repeat visits, live music can be a game-changer for your business. Learn more in our latest blog post. #RestaurantManagement #LiveMusic #SalesStrategy https://lnkd.in/ehUga2i4

Music is more than just noise. It’s a brand - an experience. 🎶🎹 That’s why it’s so important for the music you play to complement the ambiance and enhance the dining experience for patrons. Generally, you'd want to avoid music that is overly loud, disruptive, or inappropriate for the atmosphere. You wouldn’t hear Hip Hop or Rock in a nice restaurant 🙅👎🏻 Be thoughtful about what you play for your customers, and with SoundMachine‘s genre and mood based stations, it’s easy to set the right vibe for your business. 📻🙌 #SoundMachine #BeatsForYourBusiness #BackgroundMusic #MusicGenres #MusicBusiness #CustomerExperience

Experience the Perfect Fusion of Gourmet Delights and Live Entertainment At FestivalPass, we believe that the best experiences are those that bring people together through their passions. Imagine a place where food and wine aren’t just sustenance—they’re an art form, crafted to perfection by chefs who start their day in the early hours to bring you the freshest, most delicious creations. Picture a bakery on-site, producing handmade pastries using family recipes that have been passed down for generations. Or a pasta shop that unveils a special dish—the pasta rose—just once or twice a year, making it a must-try for every festival-goer. Now, add to that a backdrop of live music from your favorite artists, filling the air with melodies that move your soul. This isn’t just a festival; it’s a celebration of life’s most indulgent pleasures. Whether you’re a foodie, a wine connoisseur, or a music lover, FestivalPass is your gateway to unforgettable experiences. Join us, and let’s make memories that last a lifetime. #FestivalPass #LiveEvents #FoodAndWine #MusicLovers #FestivalExperience

Summer is the prime season for music festivals, and Finnish festivals are leading the way in sustainability. Discover how Finnish festival cuisine highlights eco-friendly practices by tracking carbon footprints and investing in locally sourced ingredients. ♻ Explore this article to see how Finland combines cultural celebration with environmental responsibility: https://lnkd.in/daxwcAH7