Research results prove environment affects taste and flavor
LONDON, Oct. 9, 2013 /CNW/ - 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
(Photo: http://photos.prnewswire.com/prnh/20131009/644077-a )
(Photo: http://photos.prnewswire.com/prnh/20131009/644077-b )
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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 said, "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.
"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," he said.
This latest research has been published in Flavour, a peer-reviewed
journal from Bio Med. Velasco et al: Assessing the influence of the multisensory environment
on the whisky drinking experience. From Wednesday 9th October, the study will be available to read via the following link: http://www.flavourjournal.com/content/2/1/23.
Notes to Editors
About The SingletonTM of Dufftown
Distilled in the Dufftown distillery of Speyside, where fine single
malts have been produced since 1896, exceptional care is taken at every
stage of producing The Singleton[TM] to create the best taste possible.
Longer fermentation and slower distillation ensures exceptional
smoothness and depth of flavour that creates a whisky regarded by many
as the single best-tasting single malt whisky in the world. The liquid
is then matured in a combination of American and European oak casks to
ensure extra flavour and perfect balance. The Singleton word and the
Fish and Gate device are Trade Marks owned by Diageo. @singletonwhisky
Diageo is the world's leading premium drinks business with an
outstanding collection of beverage alcohol brands across spirits, beer
and wine. These brands include Johnnie Walker, Crown Royal, JεB,
Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180
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information about Diageo, its people, brands, and performance, visit us
at Diageo.com. For our global resource that promotes responsible
drinking through the sharing of best practice tools, information and
initiatives, visit DRINKiQ.com.
About Condiment Junkie
About Professor Charles Spence
SOURCE: The Singleton of Dufftown
For further information:
Ailana Kamelmacher: email@example.com, +44-(0)7713-621-683. Gillian Cook: Gillian.firstname.lastname@example.org, +31-(0)207745162.