I love researchers. They have such a cool job. They get to do the kind of silly things people do at university because they’re silly, but they get paid for it.
Professor North from Heriot Watt University – of the ‘play oompah music to sell German wine’ fame has been playing music to people as they taste wines and testing the effect.
If you play strong and powerful music people like big Cabernet Sauvignons, opt for fresh and zingy music to enhance the flavour of Sauvignon Blanc.
The research did look kind of interesting, the only procedural flaw seems to be that he gave free booze to students in Scotland in exchange for their opinions. Not exactly Cooper, Clarke, Robinson and Broadbent, but probably representative of an average wine consumer, perhaps with a slightly more sensitive palate given their age.
Montes wines from Chile (the nice people who paid for the research) have come up with this handy wine and music matching list:
Cabernet Sauvignon: All Along The Watchtower (Jimi Hendrix), Honky Tonk Woman (Rolling Stones), Live And Let Die (Paul McCartney and Wings), Won’t Get Fooled Again (The Who)
Chardonnay: Atomic (Blondie), Rock DJ (Robbie Williams), What’s Love Got To Do With It (Tina Turner), Spinning Around (Kylie Minogue)
Syrah: Nessun Dorma (Puccini), Orinoco Flow (Enya), Chariots Of Fire (Vangelis), Canon (Johann Pachelbel)
Merlot: Sitting On The Dock Of The Bay (Otis Redding), Easy (Lionel Ritchie), Over The Rainbow (Eva Cassidy), Heartbeats (Jose Gonzalez)
Montes don’t make a lot of blends, so I guess you have to pitch part way between rather than play two songs at once.
Sadly no recommendation of what to drink whilst listening to the Uefa Cup final, I’ll have to just wing it.