Quite interesting results from a large study:
The results, just published, show that a change in colour and sound can affect the taste of wine by a scientifically significant 10%. The main conclusions are that:
Red light and sweet music is the ideal combination, increasing enjoyment by as much as 9%
Green light and sour music increased freshness and reduced intensity by 14%
Red lighting on its own brought out the fruitier notes of the wine
Green light on its own brought out the wine’s freshness
Professor Charles Spence commented: “We were astonished to see that colour and sound have such a profound effect on the taste of wine. We knew an effect was likely, but the results went far beyond what we were hoping for. Conducting the world’s largest multisensory experiment meant that we were able to unequivocally show, for the first time, that colour and sound together have a far greater effect on people’s taste perceptions than light by itself.”