77

Percentage of people who bought French wine when French music was played in a British supermarket. When German music was played, the majority of the wines sold (73%) were German. The finding was reported in the new book Gastrophysics by Oxford professor Charles Spence who studies how our senses and perceptions influence what we eat and drink.

The Nose Knows

“The efforts to demystify and simplify [wine] never ring true because they ignore the fact that wine by its nature is mystifying and complicated. These qualities can be embraced and celebrated without suggesting that they require mastering, but that would force us to think and talk about wine in a different sort of way, as a food staple to be enjoyed rather than as a symbol of status or as a ‘lifestyle.’”

—Eric Asimov, The New York Times, July 16, 2018

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