Marketing Communication - Consumer Communication - Big events

Prove how music enhances wine

Does music enhance wine’s aromas and flavors? We have found the answer at the University of Edinburgh in order to launch the first wine with music in history. This campaign designed to rejuvenate a traditional Rioja wine has made a strong impact inside and outside Spain; and the first 50,000 units have been sold within the first month.

Adrian North, Doctor of Applied Psychology at the University of Edinburgh, has scientifically proven that some music enhances the flavors and aromas of our varietal. The study of brain analysis shows that listening to versions of Depeche Mode by Nouvelle Vague, Clash or Alaska and Dinarama while you are taking wine, allows you to return to the time where your musical taste was created, leaving your mind open to flavors and aromas.