How does music, even types you dislike, make wine more enjoyable? Can curated playlists in tasting rooms and wine bars influence how customers drink, eat, and experience wine? What happens when you stop overthinking wine and music and just enjoy?
In this episode of the Unreserved Wine Talk podcast, I'm chatting with Susan Lin, a Master of Wine and a Master of Fine Arts in Classical Piano and Musicology.
You can find the wines we discussed at https://www.nataliemaclean.com/winepicks
Highlights
How does a low-pitched, slow-tempo musical piece impact the perceived fruitiness of wine?
What does "timbre" mean in musical terms?
How do different musical characteristics influence the perception of wine's effervescence?
Did the participants' music preferences correlate with their enjoyment of the wine?
What might surprise you about how the wines tasted in silence compared?
Why does the influence of sound on our perception tend to go unnoticed?
How are some winemakers using music in their wineries?
Are there retail applications for Susan's research into the influence of music on the perception of wine?
What would be Susan's ideal live concert and wine pairing scenario?
What are some of the possibilities in the future for AI-generated music for wine experiences?
Is there an interest in similar research on the intersection between dance and wine perception?
What future research areas is Susan considering in terms of music and wine perception?
What three objects would Susan display in a museum representing her life and passions?
If Susan could share a wine with anyone outside the wine industry, who would it be and why?
How can you start being more intentional about exploring sensory experiences with wine and music?
Key Takeaways
How does music, even types you dislike, make wine more enjoyable?
Susan says that in her experiments, the wine that was consistently the worst, least balanced, was the wine tasted without music. Even if somebody said I really didn't like this music, it was a way better wine to them than without music. Even for the wine experts, the wines were much more palatable without music. I think that's why sound can be a very, very powerful thing.
Can curated playlists in tasting rooms and wine bars influence how customers drink, eat, and experience wine?
Susan has worked with tasting rooms and wine bars to curate their playlists in terms of the experiences that they want their customers to have. You want to have people be a little more relaxed in the morning, but then, you start amping it up for the evening. I put together a complete journey, that sort of sonic seasoning for different expressions of their wines, for big bold red versus for their light, youthful white wines.
What happens when you stop overthinking wine and music and just enjoy?
Susan says that with the melding of music and wine, there's still so much to learn. Keep trying things. Don't worry about whether it's right or wrong. Just enjoy the experience. Let everything come in sensorially and enjoy that and embrace again the mystery of things. We can't explain everything through data, and that's a good thing.
About Susan R. Lin
Susan R. Lin is a Master of Wine and a Master of Fine Arts in Classical Piano and Musicology. Susan's MW research paper 'Influences of Classical Music on the Sensory Perception of a Brut Non-Vintage Champagne' and subsequent work on the interaction of music and wine have been featured in Decanter, Food & Wine, GuildSomm, and others. Each of Susan's creations is rooted in academic research and inspired by a deep respect for the essence of wine and music.
To learn more, visit https://www.nataliemaclean.com/347.
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