Music plays a huge role in many of our lives. The right song often has the power to change our mood almost instantaneously by arousing particular memories and emotions. So what should be playing in the winery tasting room? Emilie Reynolds reports.
EVERYONE HAS THAT ONE SONG which evokes such strong feelings of nostalgia it can almost transport your mind to a different moment. When people hear music it represents more than just the action of sound waves upon the ear drum. Rather, when this information reaches the cortex, the brain interprets these sounds.
Hearing a particular piece of music can activate, or prime, related pieces of information. For example, when we hear ‘I still call Australia home’, it primes thoughts and memories relating to Australian culture, landmarks, travel, Qantas, even a sense of belonging and pride.
In the wine world, producers have been so focused on creating a memorable taste that they often forget wine has the unique power to be an all-encompassing sensory experience. Wine marketers often press the importance of evoking emotions in consumers by storytelling. Tugging at heart strings and putting a face to the brand have been significant selling tools for wine producers but what if there was another way to prompt an emotion response from consumers? A free, relatively easy way to ensure cellar door tastings left a lasting impression on potential customers? Continue reading