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Can the power of music enhance your experience of a wine? A study from Susan Lin MW, head of wine expertise for Belmont Wine Exchange, shows it does

The magic of music has long enthralled us, but some numbers are special: they are hard-wired into the system, you can never have enough of them, even after decades t...

Professor Adrian North has spent his life studying the psychology of music and how people interact with it in different spaces. He's with us to discuss the psychological cues that music offers up and how it speaks to our personalities.

Want people to spend more? Put on some classical music. Want to sell more French wine? Play Edith Piaf. Australian-based expert Prof Adrian North says it’s ‘so weird’ retail stores aren’t exploiting the science

by Dwight Furrow The evidence that pairing music with wine can enhance one’s tasting experience continues to mount since I last visited this topic in 2017. A research team headed by Q.J. Wang showed that, in a winery tasting room, wines tasted with a soundtrack chosen to enhance oak-derived flavors were rated as significantly fruitier and smoother than the same wines tasted in silence. Master of Wine, Susan Lin wrote her thesis on the effects of music on the taste and mouthfeel of Brut Non-Vintage Champagne. And Jo Burzynska’s published research includes a paper entitled “Tasting the Ba...