Change the Room; Change the Taste of your Whisky

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 the future.

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(Photo: )

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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:

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 (

About Diageo

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 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

About Condiment Junkie

About Professor Charles Spence

SOURCE: The Singleton of Dufftown

For further information:

Ailana Kamelmacher:, +44-(0)7713-621-683. Gillian Cook:, +31-(0)207745162.

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