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Beverages 2017, 3(4), 52;

Assessing the Impact of Closure Type on Wine Ratings and Mood

Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, South Parks Road, Oxford OX1 3UD, UK
Author to whom correspondence should be addressed.
Received: 7 October 2017 / Revised: 26 October 2017 / Accepted: 27 October 2017 / Published: 3 November 2017
(This article belongs to the Special Issue Beverage Sensory Modification)
PDF [341 KB, uploaded 3 November 2017]


We report on a preliminary study designed to assess the impact of the sound of the closure on the taste of wine. Given that people hold certain beliefs around the taste/quality of wines presented in bottles having different closure types, we expected that the sound of opening might influence people’s wine ratings. In particular, if participants hear a cork being pulled vs. the sound of a screw-cap bottle being opened then these two sounds will likely set different expectations that may then affect people’s judgment of the taste/quality of the wine that they are rating. In order to test this hypothesis, 140 people based in the UK (and of varying degrees of wine expertise) rated two wine samples along four scales, three relating to the wine and one relating to celebratory mood. The results demonstrated that the sound of a bottle being opened did indeed impact ratings. In particular, the quality of the wine was rated as higher, its appropriateness for a celebratory occasion, and the celebratory mood of the participant was also higher following the sound of the cork pop. These results add to the literature demonstrating that the sounds of opening/preparation of food and beverage products can exert a significant influence over the sensory and hedonic aspects of people’s subsequent tasting experience. View Full-Text
Keywords: closure type; opening sounds; wine perception; expectations; packaging closure type; opening sounds; wine perception; expectations; packaging

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Spence, C.; Wang, Q.J. Assessing the Impact of Closure Type on Wine Ratings and Mood. Beverages 2017, 3, 52.

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