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Psychologists have found that wine tastes much better when the room is lit in red or blue with light.
The brain of a person drinking wine is prone to the deception that makes a glass of white wine taste more expensive and aged when he is drunk indoors with red or blue lighting than rooms with green or white lighting backgrounds.
Experts warn that you need to be careful with unscrupulous bar owners who are trying to pass off cheap wine for expensive with a fashionably lit establishments.
German researchers gave volunteers in rooms with different lighting to taste the same bottle of Riesling (a white grape variety and a German symbol winemaking) and asked them to comment on the taste. They found that the same wine is perceived one and a half times sweeter in a room with red light compared to white and green light.
The richness of the wine was also most often talked about by those who underwent the experiment in the “red light”. It is important to note that those who drank wine in rooms with blue and red lights were willing to pay one euro more for a bottle.
Dr. Daniel Oberfeld from the University of Mainz noted that we have long known that the color of a drink influences how we evaluate its taste. “In this experiment, we wanted to find out whether lighting in a room, for example, like in a restaurant, affects differences in taste perception.”
As a result, the results show that ambient light affects how we perceive taste even when there is no direct effect on color change in the glass.
“The very bright and intense lighting that is present in many bars really influences the taste of wine.” Dr. Oberfeld also added that more tests are needed to find out why colors have such an effect on wine's taste. Although earlier studies have shown that the taste of a drink largely depends on the mood of the person who drinks it.
“We thought it was simple: a person associates the colors they like with a good mood and vice versa,” he said. “However, the tests carried out show that things are not really that simple. But we still believe that color and mood are still related, and there are still undiscovered reasons why a particular color can improve a person's mood.”