Thomas Dolby would be so proud...
In yet another glorious, experimental foray undertaken in the name of SCIENCE to quench the empirical thirst of academia, I submit to you the most enlightening study of the day. Or as my beautiful and clever wife would say " how bout it, science?"...
Researchers at Heriot Watt University in Edinburgh, Scotland (shouldn't they be studying scotch or whiskey?) have determined through voracious analysis that music has an effect on the listeners' taste of wine. How in the world does someone get funding for this type of experiment ( and where to I sign up?). Seriously, I think I learned that music effects the way alcohol tastes the first time I heard Led Zeppelin while drinking PBR at a high school party ( ok it might have been 'The Cure" and three 4 pack's of Bartles & James wine cooler but c'mon i've got an image to protect) ... and oh by the way I also think drunk girls efffect the taste of booze as well... but that could be a whole other post or experiment ( I'll phone the UGA science department immediately).
(This is not one of the students in the experiment, but I'll bet she is listening to Jimi. Go girrrl!)
According to the Herio Watt study, which purported to analyze 'cognitive priming theory' (remind me to use that phrase the next time I'm planning on getting soused and listening to tunes), 250 subjects (students of the university of course) were offered a free glass of wine in exchange for their views, which turned out to be quite enlightening.
Apparently the taste of Chardonnay was most effected by 'zingy and refreshing' sounds like Kylie Minogue (spinning around) or Tina Turner (what's love got to do with it?). Ok, so i'll pass on the Chardonnay for now and give a big " N/ A" stamp for my own damn self).
Along with 'zingy and refreshing" researchers played for different 'styles of music including 'subtle and refined' and 'mellow and soft'.
The flavor of Cabernet Sauvignon was enhanced by 'powerful and heavy' music. The students heard Jimi Hendrix (All Along The Watchtower) , The Who (wont get fooled again - in what was no doubt an attempt at semi irony by researchers) and the Stones (honkey tonk woman- no comment on this commentary about the 'white lady'.. needs a whole other experiment?).. and the students, I mean , subjects all said the Cab tasted better when rocking out to the oldies but goodies. What no White Stripes or AudioSlave was available? Go figure.. I saw Jane's Addiction a couple of times in the 90's and Perry Ferrell seemed to always have bottle of red.. though it looks like he's switched to veuve clicqot now that he's in Satellite Planet and living high on hog from royalties of Jane's tunes like "pigs in zen".
but I digress... So crank up the tunes,pop the cork on your favorite vino on your and enjoy this study... or create your own, what do i care? Live your own life..I'm drunk already.
here's a link to the original story... read it while you can still see straight.
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