Champagne Jacquart links cuvées to sound in sensory experiment

Champagne Jacquart has unveiled an innovative research project that explores how sound can enhance the tasting experience, in collaboration with audio research company Ircam Amplify in Paris.

The eight-month project, announced in Reims, involves translating the sensory character of Champagne into tailored soundscapes designed to mirror each cuvée’s personality. According to the house, the initiative is part of its “Champagne Jacquart on Stage” communication platform, which seeks to connect performance, emotion and wine.

The work was led by oenologist and brand ambassador Joëlle Weiss, who explained that sound offers an alternative way for audiences to connect with Champagne. “It’s not music, it’s not noise,” Weiss said. “It’s rhythm, silence and texture, another way of expressing what I feel in the wine.”

Weiss added that the project is intended to reach audiences who might find traditional tasting language daunting. “When you approach with sound, people open up like a flower,” she said. “They begin to express emotion, which is exactly what Champagne is about.”

Four wines, four soundscapes

During the presentation, guests were invited to wear professional-grade headphones while tasting four cuvées paired with original sound compositions created by Ircam Amplify’s audio designers.

Mosaïque Brut, Jacquart’s aperitif-style flagship blend (40% Chardonnay, 35% Pinot Noir, 25% Meunier), was paired with a sound evoking the first day of spring. Buds snapping open, light breezes and rhythmic bursts suggested freshness and effervescence. Weiss described the wine as “a romantic approach, fresh, elegant, refined.”

For Mosaïque Signature 2010, aged five years on lees, the sound shifted to a warmer palette of gentle piano and harmonics, reflecting its richer palate of brioche, stone fruit and pastry.

The Blanc de Blancs 2015, made entirely from Grand Cru and Premier Cru Chardonnay, was paired with a soundscape inspired by snow-capped peaks and heartbeat-like skiing rhythms. Layers of electronic tones conveyed clarity and tension.

Finally, Cuvée Alpha 2014 (approximately 50% Chardonnay, 50% Pinot Noir, aged 10 years on lees) was matched with deeper frequencies and layered electronic resonance. Weiss likened it to “the Christmas market,” with candied citrus, brioche, cinnamon and warmth.

Psychoacoustics and emotion

Ircam Amplify, founded in 2019, is the commercial arm of the Institut de Recherche et Coordination Acoustique/Musique in Paris. The company applies psychoacoustics and synaesthesia to translate sensory experiences into sound and has previously worked with luxury brands including L’Oréal.

For Jacquart, its team used technology and neuroscience to build sound identities that reflect Champagne’s texture and emotional profile. Weiss explained that this offers a contemporary entry point for new audiences. “Younger consumers live through sound,” she said. “Every young person’s life has a soundtrack. This gives them a new way to feel the wine.”

Innovation meets tradition

Founded in 1964, Champagne Jacquart is a grower-owned cooperative known for its modern, fruit-forward style. By integrating sound, the house joins a growing number of producers exploring multisensory storytelling as a tool for hospitality and education.

Industry observers suggest that sensory experimentation can re-engage experienced drinkers while appealing to younger audiences drawn to immersive experiences. One guest described the presentation as “a journey from springtime to snow-covered peaks, an experience impossible to forget.”

Weiss concluded: “Sound enhances emotion. It makes more obvious what I want to express through the wine.”

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