Taste test: Whisky experiment explores sound effects

Experiential sound design company Condiment Junkie has teamed up with professor Charles Spence of Oxford University to host a science experiment into the effects of the environment on the taste of whisky.

At a press preview, LS:N Global visited three rooms or ‘worlds’ at The Singleton Sensorium at 79 Beak Street in London’s Soho, designed to challenge consumers’ senses and enhance the grassy, sweet and woody notes in The Singleton whisky. 

The experiment, which will require 300 volunteers, will run on 20 and 21 March as part of a wider study, Tasting Notes: Assessing the Effect of Multi-sensory Atmosphere and Ambience on People’s Perception of Whisky. 

‘It is a really immersive, indulgent, luxurious tasting session, but it is also being done as a scientific experiment. For the first time we will prove how much multi-sensorial architecture affects your perception of taste,’ says Russell Jones, co-founder of Condiment Junkie. 

Keep an eye out for our Inform feature with Condiment Junkie to learn how sensory design could shape the bars of the future.