Monday, May 26, 2008
WINE AND MUSIC
"You go to the supermarket and stop by some shelves offering French and German wine. You buy a bottle of French wine. After going through the checkout you are asked what made you choose that bottle of wine. You say something like "It was the right price", or "I liked the label". Did you notice the French music playing as you took it off the shelf? You probably did. Did it affect your choice of wine? No, you say, it didn't.
That's funny because on the days we play French music nearly 80% of people buying wine from those shelves choose French wine, and on the days we play German music the opposite happens"
This study was done by Adrian North and colleagues from the University of Leicester. They played traditional French (accordion music) or traditional German (a Bierkeller brass band - oompah music) music at customers and watched the sales of wine from their experimental wine shelves, which contained French and German wine matched for price and flavour. On French music days 77% of the wine sold was French, on German music days 73% was German - in other words, if you took some wine off their shelves you were 3 or 4 times more likely to choose a wine that matched the music than wine that didn't match the music.
Pretty scary eh.
I wonder what that deep C Bass music from the other side of the universe is doing to wine selection. Probably explains why so many people buy that bloody awful Pinot Gris.