When the sound of a cork influences the taste of wine: the unsuspected impact of sound experience

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The "pop" of the cork, stronger than the connoisseur's palate?

Wine lovers like to think that they judge a great wine on objective, refined criteria: the color, the nose, the aromatic complexity... However, a scientific experiment has revealed an unexpected bias: the mere sound of the cork, when the bottle is opened, has a significant influence on the appreciation of a wine. Yes, you read that right. While some experts spend hours perusing the balance of tannins, their brains have already been unconsciously influenced by a modest "pop".

Charles Spence, Professor of Experimental Psychology at Oxford University, explores the influence of different senses on taste perception. In his study "Assessing the Impact of Closure Type on Wine Ratings and Mood"Professor Spence highlights a surprising result: the simple sound produced when a bottle is opened - the "pop" of a cork versus the "click" of a screw cap - is enough to alter tasters' perception of wine and their evaluation of it.

The study compares the distinctive sound of a cork with the more mechanical sound of a screw cap. The result? Participants who heard the characteristic "pop" of cork consistently rated the wine as being of better quality, more suitable for festive occasions, and even able to improve their mood.

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The importance of sound design in product perception

This phenomenon goes far beyond wine. It is part of a broader reflection on the sound identity of products and brands. Acoustics consultancies and agencies specializing in sound branding are already working on these questions: how can we design a sound signature that reinforces the perception of a product? What sounds should be associated with a brand to stimulate consumer engagement?

Take top-of-the-range cars, for example: the sound of a door closing is never left to chance. A simple "clack" can, depending on its nature, evoke robustness or, on the contrary, give an impression of fragility.

And in the world of luxury, where every detail contributes to the perception of quality, sound branding is even more crucial.

This wine study is a striking example of how our brains associate auditory signals with broader sensory judgments, in a form of synesthesia. For brands, this opens up a field of as yet underexploited opportunities.

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Towards the integration of sound marketing

A brand could take advantage of these discoveries by working with an acoustic design office or a sound identity agency. It could, for example, optimize the explosive sound of its champagne corks, or reinforce the fresh image of a soda by customizing the "pschitt" when a can is opened.

Ircam amplify has already demonstrated its expertise in this field, notably with the great names in wine and champagne:

• Creation of an immersive sound space in the new tasting room at Maison Krug in Reims.
• Design of a polysensory wine tasting experience with Gravity Wines, consisting in producing a sound identity for the wines tasted and giving them an "auditory flavor".

Brand sound identity is not limited to advertising jingles or logo sounds: it extends to the entiresound experience offered to consumers.

Sound branding andmusical identity are essential marketing levers. Thanks to Ircam amplify's unique expertise, your brand will be able to exploit this potential to shape an even more immersive customer experience.

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