They invited 231 drinkers to experience the beer in three different conditions.The Brussels Beer Project collaborated with a UK band, The Editors, to produce a porter-style beer that took inspiration from the musical and visual identity of the band.The second group, testing the influence of packaging, tasted the beer after seeing the bottle with the label."It seems that the added pleasure that MT-3000A Log NC feeder the song brought into the experience was transferred into the beer’s flavour.The ale had a medium body and used an Earl Grey infusion that produced citrus notes, contrasting with the malty, chocolate flavours from the mix of grains used in production.The third group drank the beer presented with the label while listening to Oceans of Light, one of the songs on the band’s latest album, which the beer was created to reflect.
"We also want to understand how sounds can influence our decision making process, in order to see if different sounds could, for example, lead people towards healthier food choices," he said.Before the test, the participants rated how tasty they thought the beer might be."Speaking about the next steps for this research, Felipe said, "We want to keep assessing how sounds can modulate perceived flavour attributes of food and beverages, such as bitterness, sweetness, sourness and creaminess.Research into the interaction of different sensory information on taste has opened up the way for food and beverage retailers to create a range of novel eating and drinking experiences.
"We believe that this is just the beginning;" said Felipe, and added, "We will also be able to work with other food and beverage types and progressively include other senses in this pairing process, such as vision, smells, and touch.In this case, we have shown that people that previously knew the song that was used in the experiment, not only liked the multisensory experience of drinking beer more while listening to it, but they also liked the beer itself more. Then, after tasting, they rated how much they had actually enjoyed the drink.The results showed that those presented with the label and track reported both greater enjoyment than those presented with the beer and label alone.Felipe said, "We have been able to see that people tend to feel more pleasure when experiencing beverages along with sounds that are part of the beverage’s identity.Then, a team of researchers led by Dr Felipe Reinoso Cavalho, from the Vrije Universiteit Brussel and KU Leuven, designed an experiment to see if the influence of music and packaging design would result in a more positive tasting experience.