FDBusiness.com

Scientific Research Proves Environment Impacts Taste and Flavour of Whisky

 Breaking News
  • UK Grocery Prices Rising at Fastest Rate in Four Years The latest grocery market share figures from Kantar Worldpanel, for the 12 weeks to 5 November 2017, show UK supermarket sales have increased in value by 3.2% year-on-year in the run up to Christmas. Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, explains: “Volume sales have increased by less than 1%, meaning it’s [...]...
  • Alcohol Minimum Unit Pricing to Go Ahead in Scotland The UK Supreme Court has ruled that minimum unit pricing for alcohol, which was passed overwhelmingly by the Scottish Parliament in 2012, can now proceed. Scottish Health Secretary Shona Robison has welcomed the decision and confirmed she intends to make a statement to Parliament shortly, setting out the Scottish Government’s next steps. Following the unequivocal backing [...]...
  • GEA Brings Together Technologies to Supply Extended Production Line For BMI GEA has recently been selected to supply an extended pasta filata cheese production line for BMI in Jessen, Germany. With this exemplary project GEA brings together its joint cheese-making expertise, resulting from its acquisition of de Klokslag and CMT in 2014 and 2015 respectively, with GEA’s flow and processing experience to provide a single offering for this [...]...
  • Bosch Packaging Technology Wins German Design Award 2018 The Sigpack VPF (Vertical Platform for Flat Pouches), the first freely scalable flat pouch machine from Bosch, has been honoured with the German Design Award 2018 in the Excellent Product Design category. The German Design Council presents the prestigious award on an annual basis. The German Design Award is the second prestigious accolade for the [...]...
  • Premier Foods Returns to Revenue Growth Premier Foods, the UK convenience food group, has reported group revenue of £353.3 million for the 26 weeks ended 30 September 2017 – an increase of 1.5% on the prior period – with Branded revenue in line with last year at £295.4 million while Non-branded revenue increased by 10.1% to £57.9 million. Group reported half year [...]...

Scientific Research Proves Environment Impacts Taste and Flavour of Whisky

Scientific Research Proves Environment Impacts Taste and Flavour of Whisky
October 15
10:45 2013

A change of environment can enhance the experience of enjoying whisky by up to 20%, according to the world’s first scientific study exploring the senses and taste of whisky. The study has exciting implications for people enjoying whisky in their own homes, and for the way pubs, bars and restaurants could be designed in the future.

Leading the study was Professor Charles Spence, Head of Crossmodal Research at the Department of Experimental Science at Oxford University. Professor Spence ran multi-sensory tests with sensory architects Condiment Junkie and The Singleton Single Malt Scotch whisky, for participants at a specially designed bar in London. This study was followed by in-lab testing and under both conditions participants reported significant variations in their ratings of the scent, taste and flavour of whisky when tasting The Singleton Single Malt Scotch Whisky in different atmospheres.

The study notes the future possibilities for creating specific multi-sensory environments to enhance the experience of drinking complex liquids such as whisky. So whether one wishes to change the environment in which whisky is enjoyed by changing the lighting, putting on a special soundtrack, or even thinking about the surrounding scents – all can work to change the whisky experience.

Professor Charles Spence says: “We carried out experiments both in the laboratory and in The Singleton Sensorium, under more realistic bar conditions. The Singleton Sensorium saw people tasting The Singleton Single Malt Scotch Whisky in three rooms with very different environments: a grassy room laid with turf and noises of nature, a fruity room with red fruits and chiming bells, and a woody room with wood panels and sounds of crackling wood. Both sets of results confirm that it really is possible to enhance the drinker’s experience by creating a rich multi-sensory environment.”

He adds: “This sort of research has significant implications for anyone looking to enhance their whisky experience in a bar, restaurant or even from the comfort of their own homes. Notable chefs have embraced the potential when working with all the senses to deliver powerful tasting experiences.”

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements