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Almost two thirds of consumers enjoy wine more when they consume it in company and out. This is the result of a study conducted by the scientist Prof. Charles Spence on behalf of the British wine merchant Berkmann Wine Cellars. According to the study, 62 percent of the respondents think that they feel better about wine when they eat out. 68 percent said that food and wine did not taste as good when alone.
The choice of wine is strongly influenced by social events, according to the survey. More than a quarter of respondents said the type of wine they choose depends on where they drink it. More than half prefer to drink wine when they go out to dinner with family and more than a third enjoy wine more when they are hosting a meal for friends. Nine out of ten respondents feel the taste of their meal and wine is better when they enjoy it in the company of people they like.
Prof. Spence researches these relationships under the title of Gastrophysics and says of the findings, "There is an intrinsic connection between social and emotional cues and the experience of eating and drinking wine. One theory of gastrophysics is that we tend to enjoy food and drink more when we are around people we like. At the same time, our perception of the quality and enjoyment of the food and wine we consume is likely to be influenced by the facial expressions and gestures of those around us. When we eat and drink with friends, we are also likely to be in a better mood. The social situations we find ourselves in dramatically influence the way we experience taste and pleasure." For the restaurant industry, he said, these findings open up new opportunities.
(al / source: Harpers.co.uk)