Top 5 multi-sensory drinks experiments

The drinks industry is quickly realising that the enjoyment of alcohol is in no way limited to the tongue.

Trials for Brock University’s new augmented reality wine research lab

The idea that all flavour resides in the tongue has been thoroughly debunked – 80% of what we perceive as taste is actually smell, according to Dr Alan Hirsch of the Taste Treatment and Research Foundation in Chicago.

The drinks industry is quickly adapting to the fact that our enjoyment of wine, beer and whisky goes far beyond sensations on the tongue. This week saw a $960,000 government grant for a laboratory using augmented reality to research the best sensory environments for consumers to buy and enjoy wine. Meanwhile, Coravin’s new app Coravin Moments will pair wine not just with food, but music, films and literature.

We are gaining an increasing appreciation of how drinking is a multi-sensory experience, affected not just by taste but sight, sound, smell, touch and our cultural expectations. Here are five experiments and inventions that challenge the traditional notion of taste residing solely on the tongue.

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