Whiskey aficionados and music lovers, prepare to have your senses intertwined in the most delightful way. The latest trend in the spirits industry is 'sonic seasoning,' a concept that promises to enhance your whiskey tasting experience by up to 20 percent, simply by pairing it with the right kind of music. This isn't just a whimsical idea; it's backed by science and has been brought to life by none other than a professor from the prestigious University of Oxford.


Charles Spence, a 55-year-old professor of experimental psychology and head of the Crossmodal Research Laboratory at Oxford, has spent over two decades exploring the relationship between sound and flavor. His work has led to the coining of the term 'sonic seasoning,' a method that uses music to amplify the enjoyment of various foods and beverages, including whiskey.


'We can't use music to turn water into wine, but we can take a complex tasting experience and enhance peoples' enjoyment of wine and spirits - not with words but with music,' Spence explains. His expertise is sought after worldwide, with companies enlisting his help to create bespoke music that complements the flavor profiles of coffee, chocolate, ice cream, whiskey, beer, and champagne.


In one of his taste trials, Spence challenges participants to match musical notes with different flavors, such as salty, sweet, sour, savory, spicy, creamy, and slightly acidic. Using a virtual keyboard, tasters associate tastes with various instruments and tempos. The results are often consistent, with bitter tastes paired with low-pitched sounds and sweet tastes with higher notes.

Recently, Spence's sonic seasoning has made its way to Australia, where he curated country music songs to pair with Jack Daniel's latest whiskey, 'Triple Mash Bottled in Bond.' This 100 proof whiskey, with an ABV of 50 percent, is a super-premium blend of three straight bottled-in-bond whiskeys: Jack Daniel's 'Bonded Rye Whiskey,' Jack Daniel's 'Bonded Tennessee Whiskey,' and Jack Daniel's 'Bonded American Malt Whiskey.'

To elevate the Triple Mash's tasting profile, which boasts notes of grassy herbs, peppery spice, rich toasted oak, deep caramel, and honeyed toasted granola, Spence collaborated with String Musicians Australia. The ensemble selected country music instruments like the acoustic guitar, fiddle, and double bass to create a composition that complements the whiskey's unique blend.


'The result is a feast for the senses, honoring Triple Mash's unique blend of three bottled-in-bond whiskeys,' Spence said. 'By applying this knowledge to the world of country music, we've been able to create something incredibly different - a composition that is scientifically proven to complement your whiskey-drinking experience, while remaining quintessentially country.'

But the sensory journey doesn't end with whiskey. For those looking to gift a unique spirit this Christmas, consider the intriguing Edinburgh Gin with watermelon and lime flavors. It's a summertime drink that balances the sweetness of melon with a sharp tartness from the lime, leaving many to wonder how watermelons are sourced in Scotland.

For fans of the Western-themed television drama 'Yellowstone,' the 'Yellowstone Select Kentucky Straight Bourbon' offers a complex and skillfully blended spirit with notes of caramel, cherries, leather, burnt sugar, and cloves. It's the perfect accompaniment for marathon binges of the show, even after the dramatic departure of Kevin Costner's character.


So, next time you pour yourself a glass of Jack Daniel's Triple Mash or any other fine spirit, consider the sonic seasoning effect. Choose a playlist that complements the flavor profile of your drink and prepare for an enhanced tasting experience that's sure to be music to your palate.
We'd love to hear from our Seniors Discount Club members about your experiences with sonic seasoning. Have you tried pairing music with your favorite drinks? What combinations have you found to be particularly delightful? Share your stories in the comments below, and let's raise a glass to the harmonious blend of taste and sound!