Could Mind Control Food Experiments Have Much Wider, More Sinister Applications?
What can you taste when you swirl a mouthful of malt whisky around your mouth? Peaty flavours, honey, sea salt? Talk to any whisky drinker and they’ll be happy to discuss at length.But it turns out that not all you are getting is down to your taste buds – or even your nose. If you drink a glass of single malt in a room carpeted with real grass, accompanied by the sound of a lawnmower and birds chirping, and all bathed in green light, the whisky tastes “grassier”. Replace that with red lighting, curved and bulbous edges and tinkling bells and the drink tastes sweeter. Best of all, creaking floorboards, the sound of a crackling fire and a double bass bring out the woody notes and give you the most pleasurable whisky experience. That’s all according to an experiment run for drinks giant Diageo – an experiment in a new field that is fascinating the food and drink industry.
“Neurogastronomy is based on the realisation that everything we eat or drink is processed by our senses,” he says. “We see it, we hear it, we smell it, we taste it, we feel it. All those senses come together.”
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