Music and Wine Pairings

Have you ever spent hours looking for a perfect song to play while enjoying your favorite bottle of wine? We certainly have. It made us think - how do you pair wine and music? After some research (always a good excuse to drink wine) we are ready to share some of our top tips and pairings with you! 

Let’s start with some science

Scientists have no doubt that music has an impact on our wine tasting experience. It matters if you’re pairing the silky dessert wine with Nina Simone’s smooth voice or upbeat Smash Mouth vibes (doesn’t sound like a match, does it?).

In an experiment carried out by Professor Adrian North at Herriot Watt University in Scotland [1], 250 students were handed a free glass of wine in exchange for answering a few questions about the taste. They were divided into groups and put into rooms with different music playing in the background. The songs were specially selected to convey different meanings: from “powerful and heavy” through “zingy and refreshing” to “mellow and soft”. 

What was the result? Students were more likely to say that the wine was “powerful and heavy” when listening to the corresponding song (in this case - “Carmina Burana” by Orff) or would rather judge the same wine as “zingy and fresh” when the cheerful “Just Can’t Get Enough” by Nouvelle Vague was playing. Conclusion? Background music influences the way we perceive the taste of wine! 

But we know that, right?

The impact music has on wine is no news to our industry. For example, some wineries play songs to their aging barrels of wine [2]. Noble Wines invited Alan Cross, a famous broadcaster, to host an event on wine and music where they decided to experiment with how to pair wine with the right sounds. 

The results were similar to scientific research - some songs just pair better with wine. Shiraz tasted more fruity and sweet with Mumford and Sons playing in the background and rather sour when accompanied by Simply Red. Ella Fitzgerald and Louis Armstrong added new freshness to Delaporte Sancerre Rouge while Daft Punk with its low bassline made the wine rather bitter [3]. 

Cambria Wines went a step further and hired a professional musician to create two songs made especially for their flagship wines: Cambria’s Benchbreak Chardonnay and Cambria’s Benchbreak Pinot Noir [4]. Mandolin, violin and even banjo - the variety of instruments used to produce the songs matched well with the complex character of wines. 

How do you find a good match?

In order to create the best playlist for our favorite bottle of wine, we should pay attention to a few details. 

First of all, wine and music should match character-wise. Fresh, fruity white wines shouldn’t be paired with powerful, dark songs but rather cheerful and sweet notes. Dry and intense reds will match perfectly with heavier melodies. 

Secondly, the origin matters. An experiment run by Professors North, Hargreaves and McKendrick tested if music played in a shop had any impact on customers’ decisions [5]. The results speak for themselves. French wines outsold German wines five bottles to one when French music was playing in the background. When the playlist changed to German songs, German wines won - two bottles to one. The choice of music reinforces the feeling of the place - and the character of your wine. 

You can also try to match time and vintage. High-quality and well-aged Bordeaux may pair well with some classics and younger wines will match the freshness of today’s hits. 

Pairings to start with

We have a few matches ready for you to try. Experiment with your own music and wine pairings and let us know the results!

Jazz and Pinot Noir

Pinot Noir with its classic berry flavors, a touch of dark cherry, and structured layers is a perfect match with some smooth jazz. We recommend sipping on Fort Ross 2017 Sea Slopes Pinot Noir while listening to “Fever” by Peggy Lee. Her magical voice adds unexpected vibrance - just close your eyes and focus on the experience.

Indie Rock and Riesling

Independent and not focused on mass appeal, indie rock music can be soft yet intense. The charming voices of Romy Madley Croft and Oliver Sim from The XX’s song “Islands” pair perfectly with fruity aromas of Riesling - like V. Sattui 2018 Dry Riesling. Music highlights the refreshing and bright character of the wine and helps you really taste the white peach and a hint of spicy citrus.

Blues and Cabernet Sauvignon

Cabernet Sauvignon is structured, well-bodied, with tastes of blackcurrant and dark fruits. What’s better to bring out the wine’s richness than some old-time blues? Try putting on Sonny Boy Williamson II “Don’t Start Me To Talkin’” and enjoy a glass of Senses’ Oakville Napa Valley Cab. The sounds of harmonica and Sonny’s deep voice pair just right with this complex wine - trust us on that one.

90s Rock and Zinfandel

When we think of California’s Zinfandel, we think of 90s rock. Bands like Incubus or Semisonic pair perfectly with the aromas of blackberries, cherries, and cocoa. We recommend playing “Save Tonight” by Eagle-Eye Cherry when opening a bottle of Elyse 2014 Korte Ranch Zinfandel. This wine is known for its smooth entry and broad mouthfeel with the taste of spicy oak and caramel. Drinking it with “Save Tonight” in the background feels just like going back to the 90s and we’re here for it.

Crooners and Italian Wines

It’s hard to put a label on such exquisite talents as Frank Sinatra, Dean Martin or Ray Charles - some call them Crooners, others say that Great American Songbook is a genre itself and that’s the way to describe them. We just call them timeless. When it comes to pairing, listening to “That’s Amore” by Dean Martin makes us think of Italy and brings us to the best Italian varietals like Sangiovese or Nebbiolo. We recommend Domenico’s Amador County 2014 Nebbiolo - it’s rich and full of aromas (think sweet plum, cigar, and dried rose). Sip on your wine, play “That’s Amore”, and feel like Loretta Castorini in “Moonstruck”.

References:

[1] North AC. The effect of background music on the taste of wine. Br J Psychol. 2012; 103: 293–301.

[2] Kaser R. Vintners are using music to make better wine. The Next Web. 2018. [https://thenextweb.com/science/2018/08/20/vinters-are-using-music-to-make-better-wine/]. Accessed 2020-2-28. 

[3] Cross A. Pairing wine with music is far, far more complicated than you’d ever guess: Alan Cross. Global News. 2019. [https://globalnews.ca/news/4314062/pairing-wine-with-music-alan-cross/]. Accessed 2020-2-28.

[4] Mays L. Wine and Music Pairings Awaken All Five Senses. EatMoveMake. 2017. [https://eatmovemake.com/wine-and-music-pairings/]. Accessed 2020-2-28.

[5] North, A. C., Hargreaves, D. J., and McKendrick, J. In-store music affects product choice. Nature. 1997; 390: 132.