Factors that influence the taste of wine
Let’s take a look at 9 factors that influence the taste of wine once served.
let’s give it some context
As we approach the festive season, many of us begin planning what we need to ensure that we are stocked up to entertain guests, or take with us to various gatherings. The go-to purchase is, of course, wine!
So, what influences our selection? Once selected, what influences our enjoyment or perception of wine, besides our taste buds?
Before addressing some really interesting research on this topic, I am reminded of a 4-day cruise off the coast of KZN that a few friends and I embarked on. We were young, we were meeting new people, having a laugh, having fun. Joining us in our fun was the odd glass of whiskey and cigars, which, at the time, I really enjoyed. Now looking back, the whiskey and cigar selection was probably fairly entry level, but the company and the setting added so much to the whole experience that it may have actually positively impacted my perception of the taste of what I was consuming.
Let’s look at some actual research on this topic and see whether it could have been the case…
9 Factors influencing the taste of wine
1. Environment: Light and Music. The environment, including ambient lighting and background music, can significantly affect the perception of wine’s flavour. For example, studies have shown that red lighting paired with sweet music can enhance the perceived sweetness of wine. 1. 6.
2. Mood. Our mood can influence how we perceive the taste of wine. Positive emotions can enhance the enjoyment of wine, while negative emotions can detract from it. The psychological state of the taster plays a crucial role in the overall wine tasting experience.
3. Company. The company we keep while drinking wine can also impact our perception of its taste. Shared experiences and social interactions can enhance the enjoyment of wine. Peer influence and social context can shape our wine tasting experience.6.
4. Glass Used. The type of glass used can also influence the taste of wine. The shape and size of the glass can affect the wine’s exposure to air, its aroma concentration, and the overall tasting experience. For example, a larger bowl allows for better aeration, enhancing the wine’s bouquet. The apparent superiority of the ISO (The International Standard Organisation) glass for wine tasting is tentatively attributed to the more stable oxygen content with time; i.e., less variability in oxygen content than any other glass shape. 2.
5. Time Allowed to Air. Allowing wine to breathe before drinking can improve its flavour. Aeration helps to soften tannins and release hidden aromas, enhancing the overall taste. The process of oxidation and evaporation during aeration can transform the wine’s flavour profile. 2
6. Swirling. Swirling wine in the glass before drinking helps to aerate it, releasing its aromas and enhancing its flavour. This action increases the wine’s surface area exposed to air, allowing it to open up and showcase its full complexity. 2.
7. Input from Peers, Experts, Ratings, and Reviews. The opinions of peers and experts, as well as ratings and reviews, can influence our perception of wine’s taste. Higher ratings and positive reviews can enhance our enjoyment and willingness to pay for a wine. Expert ratings can also shape our expectations and perceptions. 3. 4.
8. Price. The price of wine can influence our perception of its taste. Studies have shown that people tend to enjoy wine more when they believe it is expensive. The perceived value associated with a higher price can enhance the overall tasting experience. 4.
9. Bottle, Label & Design. The design of the wine label can impact our perception of its taste. Attractive and well-designed labels can create positive expectations and enhance the perceived quality of the wine. Labels that combine text with matching images can improve liking, taste, and purchase intentions. 5. 6.
Conclusion
It seems that my experience on the cruise ship may have been influenced by various factors after all! When tasting any wine, you have two options; allow your surroundings to take part in your tasting experience, knowing that that the people and environment around you can potentially enhance the enjoyment of wine, OR, try and block your surroundings, mood, the company you are with, the tasting notes, the price, bottle and reviews all out and focus entirely on your taste buds and what they are telling you. What are your thoughts? How will you go about it at your next festive or Christmas gathering?