Have you ever noticed that you don’t always get the same satisfaction from your favorite whiskey when you sip it in different places? It’s not your imagination fooling you.
A UK study of 441 people released on Wednesday posits that changing where you drink your whiskey can enhance the experience up to 20%.
Researcher Charles Spence of Oxford University ran multi-sensory tests using Singleton Single Malt Scotch Whisky in a specially designed bar in London. Study participants were given the same whiskey, but in different rooms — a grassy room with nature sounds, a room with red fruit and chiming bells, and a room with wood panels and the sounds of crackling wood.
The study, which has been published in the peer-reviewed journal Flavour, could help restaurants and bars design environments that enhance a diner’s experience, Spence said.