Red wine and all that jazz

Friday, 14 Jul 2017

APRA AMCOS Ambassador Leah FlanaganThere is much published about how music affects the taste of food and even how we consume it (making food more spicier, subliminally making us chew quickly and leave, or encouraging us to eat slowly, to eat more), but what do we know about music and drinks? How can you make the most of the magic of subliminal messages that only music offers?

 A California winemaker, Clark Smith, has gone so far as to call wine liquid music!

He says, “red wines tend to be enhanced by soulful music.” In a UK study, “Wine was perceived as significantly more ‘zingy and refreshing’ when the ‘zingy and refreshing’ music was played” and “perceived as significantly more ‘powerful and heavy’ when the ‘powerful and heavy’ music was played” - the same result for ‘mellow and soft’ and ‘subtle and refined’. (1)

 Think about your hospitality space – have your paid attention to the music you’re playing? Have you conducted any informal experiments to see if the guests’ experience is enhanced by one genre of music over another or whether they prefer the taste of your food and beverage more when Flume or when Sia is playing?

Playing background classical music rather than pop music in a wine cellar has been associated with the purchase of more expensive wines (2) and playing music with connotations of France in a supermarket led to greater selection of French wines by customers, whereas music with German connotations led to selection of German wines. (3)

Have you ever tried a live performer in your hospitality space? No space is too small for a soulful vocalist tucked in a corner and the experience will pay social media dividends if you set up your ‘sharing’ strategy right.

APRA AMCOS have been around for more than 90 years and over that time our research team has been hard at work, collating information useful for Australian business about the commercial benefits of a good music strategy. From bottle shops in Europe, to Belgian brewers, to Australian restaurants, we have amassed many free resources we’re happy to share, simply email our Communications team.

APRA AMCOS has a licence that specifically covers the use of music in restaurants and cafes. If you use copyright music in your hospitality business you need permission (a licence) from the authors of that music. By ‘use’ we mean anything from playing the radio, turning on a TV, copying music from one device to another, streaming music through an iPad, playing music through your phone system, using a background music supplier and more. Securing an APRA AMCOS licence will meet your legal obligations under the Copyright Act.

APRA AMCOS (which stands for the Australasian Performing Right Association and the Australasian Mechanical Copyright Owners Society) is a non-profit organisation which licenses rights in music on behalf of more than 90,000 members linked with 170 affiliated similar organisations worldwide. We pay your annual licence fees directly back to the songwriters, composers and publishers who own the music you’re using.

You can make an anonymous enquiry about licensing requirements for your business on 1300 852 388. 

(1) North, Adrian C. (2012). The effect of background music on the taste of wine. British Journal of Psychology, 103, 293–301. (2) Areni, C. S., & Kim, D. (1993). The influence of background music on shopping behavior: Classical versus top-forty music in a wine store. Advances in Consumer Research, 20, 336–340. (3) North, A. C., Hargreaves, D. J., & McKendrick, J. (1997). In-store music affects product choice. Nature, 390, 132.

 


Site Menu

Search the Website

Login