How Sound And Music Influence What We Taste.
Just as music has the power to transport us and touch our innermost emotions, the right drink, at the right time, in the right company, and in the right environment has the power to create unique experiences. Now, when music and the right drink come together, something magical happens that is known as cross-modal correspondence.
According to a study of Multisensory Product Experience by Hendrik N.J. Schifferstein and Charles Spence, "we can use the term 'cross-modal correspondence' to refer to the connections that most people make between different sensory attributes in different modalities," such as color, shape, texture, taste, and sound.
Note: not to be confused with synesthesia, which is unique to certain individuals; instead, cross-modal correspondence applies to most people collectively.
Last February, I was invited to curate and conduct a tasting of Scotch and Japanese Whisky specifically paired with classical music pieces played by incredibly skilled musicians with some of the most sought after violins in the world. "Bring Your Own Strings" took place at The Braeburn Vault and was hosted by Braeburn Whisky, After Arts and Joanthan Solars Fine Violins, Inc.
This was the perfect opportunity to explore the cross-modal correspondence between music, sound, and taste. Each violin had its own identity, as did each whikey and classical piece.
The reality is that we all experience the influence of sound and music in what we taste. Think about the last time you went out, whether it was to a restaurant, bar, coffee shop, or even if you stayed home, where you decided to play your favorite tune while you ate dinner. Think about the music that was playing and what you were eating or drinking. How do you think the taste was affected by the sound?
Commercially, every business has a strategy to make sure that music and food and drink go hand in hand. If you are in an Italian restaurant, chances are Andrea Bocelli is playing in the background, not La Vie En Rose, which creates an atmosphere that makes you crave pasta, not foie gras. If you are at a speakeasy, jazz or soul music may be the tune to sit and sip in a well crafted cocktail or unique spirit and if at a dive bar there may be some rock blasting in the back making sure you have to shout so much to have a conversation that you will end up drinking without even thinking.
It is important to stop and try to associate what we hear with what we taste. It has been scientifically proven that
Higher pitched sounds are associated with sweet and sour tastes;
Lower pitched and dissonant sounds are associated with bitterness;
Staccato sounds are associated with crunchiness;
Soft, legato sounds with creaminess.
This allows for the creation of music tracks designed to enhance specific flavors in food and drink.
"Bring Your Own Strings was a unique experience and, as far as we know, the first time such an event was held in the US. We were able to talk about the importance of oak, time, craftsmanship and uniqueness that violins and whisky have in common and how beautiful art and experiences can be created!
“Bring Your Own Strings”
We were also honored to taste the following exceptional pairings:
Ichiro's Malt and Grain - an "All-World Whisky", aged up to 20 years as we listened to the fantastic J. S. Bach: Violin Sonata No. 3 in C Major BWV 1005 - Largo and J. S. Bach: Violin Sonata No. 1 in G Minor BWV 1001 - Fugue, played by Sein An with a unique Jean Baptiste Vuillaume violin (Paris c. 1866), which enhanced its elegance, balance and brightness.
Glendronach 18 Years Old - a Highland Single Malt Scotch matured in an Oloroso Sherry Cask was paired with the mighty Wolfgang Amadeus Mozart: Duo for Violin and Viola in G Major K. 423 - Rondo played by Jenna Shin on violin and Johanna Carmona on viola with an incredible and one of the very few in the world Antonio Stradivari violin (Cremona, 1686) bringing richness, complexity, structure, fullness and longevity.
The 3rd and final tasting was the Ardbeg 19 Years Old - Traigh Bhan - Batch 5 - This Islay Single Malt is a rare small batch matured for 19 years in a combination of Oloroso Sherry Cask and Ex-Bourbon, we paired it with my fellow Argentinian Astor Piazzolla and his fantastic and well known Oblivion and Libertango played by Jenna Shin, violin and Johanna Carmona, viola with an exclusive Pietro Guarneri II violin, (Venice - c.1750-55). ), which offered a chewy sensation with smoky notes and sweet highlights, finishing round and big.
Without a doubt, a wonderful treat that I encourage you to experience.
Whisky line up.
Contact us to curate your next unique experience and bring something new, out of the box, but unforgettable to your next event.
Cheers!!
