May I Suggest Jimi Hendrix With Your Red Wine, Sir?

May I Suggest Jimi Hendrix With Your Red Wine, Sir?

LONDON, May 13/PRNewswire/ -- Research by Chilean wine producer Montes has revealed a world scientific
first - music has a direct impact on taste. Research carried out by the
Department of Applied Psychology at Heriot Watt University has shown that the
style of music we listen to whilst drinking wine affects how the wine
actually tastes.

Montes winemaker Aurelio Montes plays monastic chants to his maturing
wines, convinced that the gentle vibrations improve the quality and energy of
the wine. Indeed, his Feng Shui designed barrel room is even built in the
form of an amphitheatre, allowing each barrel of wine the optimum musical
experience.

Commenting on the research, Montes said: "I've always believed that
playing Gregorian chants aids in the maturation of our wines - it was
therefore a natural extension to link with Heriot Watt and to scientifically
determine the impact that music has on how wine tastes."

The research, conducted by Professor Adrian North, head of the Dept of
Applied Psychology at Heriot Watt University in Edinburgh, is based on the
cognitive priming theory. When a particular style of music is heard, it
stimulates or 'primes' specific areas in the brain. Subsequently, when wine
is tasted, these areas of the brain are already active and prime us to taste
the wine in a corresponding way.

Professor North explains: "I was intrigued by Montes' approach of
incorporating music in the winemaking process, and was keen to explore
whether music could actually influence the taste of their wines. This is the
first time it has been scientifically proven that music can affect perception
in other senses and change the way wine tastes."

The research could have wide reaching implications on how wine is
marketed and sold with supermarkets, bar owners and restaurants tailoring
their music selection to ensure consumers get the most from their wine.

Note to editors:

Extra material available

Images: Montes barrel room, Prof Adrian North, Aurelio Montes, bottle
images, people enjoying music and wine

Interview: Professor Adrian North - Tel: +44(0)131-451-8239 /
+44(0)7811-121950

Research: Original research document from Heriot Watt University

Date: 13th May 2008

For further information, please contact:
Scott Burton,
CUBE Communications
Tel: +44(0)20-8401-5505
E-mail: scott@cubecom.co.uk

Source: Montes

For further information, please contact: Scott Burton, CUBE Communications, Tel: +44(0)20-8401-5505, E-mail: scott@cubecom.co.uk

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