Whiskey tastes better in a wood room, study finds
on 10/10/13 at 1:01 pmSpirits
Changing where you’re enjoying whiskey can enhance a person’s experience by up to 20%, an Oxford University study has found.
Researcher Charles Spence ran multi-sensory tests using Singleton Single Malt Scotch Whisky in a specially designed bar in London.
The 441 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.