Lighting and the Taste of Wine (12-31-09)

The color of the light in the room that it is consumed in influences the perceived taste of wine.  This finding by Oberfeld and his colleagues is pertinent to restaurant design.  White wine tastes better in blue or red light than under green or white light.  People are also willing to spend more money on white wine when it is shown in a red, as opposed to a green light. During the study by Oberfeld and his co-workers, white wine was also perceived as 1.5 times sweeter when tasted in red (as opposed to white or green) light.  Thee effects were found even when the color of the wine itself has not affected by the color of the light.  The researchers conclude that:  “As the private and public places where beverages are consumed change in ambient color, we should expect the taste experience to change as well. Additionally, our data show that the subjective value of the wine and consequently, the amount of money consumers are willing to spend for it can be influenced by ambient color. Thus, the interior design of, for example, a wine bar should take these effects into consideration.”

Daniel Oberfeld, Heiko Hecht, Ulrich Allendorf, and Florian Wickelmaier.  2009.  “Ambient Lighting Modifies the Flavor of Wine.”  Journal of Sensory Studies, vol. 24, no. 6, pp. 797-832.