White wine tastes better with red or blue ambient lighting than with green or white light. The ambient light affects the taste, but not the smell, according to a double-blind study carried out by four German psychologists. The researchers let a group of wine lovers taste identical Rieslings in the tasting room of a winery. The room was illuminated in different ways. The test was repeated with another group of enthusiasts in a laboratory. The results of the study were confirmed in a third experiment using the method of paired comparisons.
The color of a drink has a small but measurable influence on the taste, as confirmed by previous psychological studies. The color of a beverage affects not only its taste, but also the idea of the beverages ability to quench thirst. Other studies show that blue lighting makes a drink taste more refreshing than red, green or yellow lighting.
The new study shows that subjects are willing to pay more for Riesling tasted in blue or red light conditions. Blue and green light gives Riesling a more spicy taste, while blue and red light reduces the fruit flavor. Blue light made the wine taste slightly bitter.
Oberfeld, D., Hecht, H., Allendorf, U., & Wickelmaier, F. (2009). Ambient lighting modifies the flavor of wine. Journal of Sensory Studies, 24(6), 797-832.