Leading wine distributor Berkmann Wine Cellars has partnered with experimental psychologist Professor Charles Spence to understand the impact that surroundings can have on the taste of your drink – specifically wine.
Their research identified that almost two thirds (62%) of consumers appreciate the taste of their drinks when dining out much more than when they are drinking at home, and eight in 10 (84%) agree that sitting around a table with great wine, delicious food and stimulating company is their ultimate happy place. Furthermore, more than two-thirds (68%) of people feel that food and wine do not taste as good if they are consuming it alone, making the case for socialising.
Wine choices are also often impacted by the social situation, with one in four (28%) altering the type of wine they select depending on where they are drinking it. Over half (51%) said that they most enjoy drinking wine when having a meal out with their family compared to more than one in three (37%) saying they prefer the flavour of wine when hosting a dinner or lunch for friends and family. Who we are with plays a crucial role too, as nine in 10 (92%) say that the flavour of their meal and wine was improved when surrounded by people they loved.
Professor Spence, whose research looks at how our brains process the information from each of our five senses, explained: “There is an intrinsic link between social and emotional cues and the experience of eating food and drinking wine. This plays into the idea of the ‘social facilitation effect’ a well-known gastrophysics theory in which we tend to enjoy food and drink more when in the presence of people we like. At the same time, our perception of the quality and enjoyment of the food and wine we consume is likely to be affected by the facial expressions and gestures of those around us.”
The research also highlighted a clear link between a person’s mood, and their perception of the wine they are tasting; half of the British public (50%) believe that wine tastes at its best when they feel relaxed, happy (28%) and excited (10%).
Professor Spence adds: “We are also likely to be in a better mood when drinking and eating with friends, and this also influences our enjoyment. This is an element in the so-called Provencal Rosé Paradox – the observation that the flavour and enjoyment of a specific wine can change based on the context and environment we happen to be in. This shows that the social situations we find ourselves in can dramatically influence the way we experience taste and enjoyment; a preferred social interaction will automatically boost our mood, meaning our ability to appreciate flavour is significantly increased.”
Charles Marshall, COO of Berkmann Wine Cellars, comments: “Given the present climate, it is imperative that we support our trade partners and the wider hospitality industry. We know that people like to enjoy different wine in different social settings – and that enjoying wine in a restaurant or bar is top of the list – so I would encourage outlets to have a varied wine offering to appeal to different tastes and preferences.
“With the knowledge that consumers tend to prefer the experience of wine when out, whether it be in a restaurant or a pub, operators have a real opportunity to hero their wine menus. Whether this be through offering wines that are lesser known to consumers, promoting local or English wines, or offering new and interesting flavour profiles that complement different foods, operators can ensure their wine offering is the standout feature of their establishment. We hope that this research presents some interesting insights that restaurants can use to support their business function.”
