An Oxford University professor has created a song which is ‘scientifically proven’ to make rum taste even better.
Sonic seasoning authority Professor Charles Spence applied cutting-edge research into how sound influences flavour perception to help inform a new bespoke track created by renowned Venezuelan pianist and composer Clara Rodr?guez.
Studies into ‘cross modal perception’ show what we hear can prime the brain to notice certain tastes more strongly, meaning the right soundtrack can dial up sweetness, richness and warmth.
Rodr?guez’s new track was designed to enhance the taste profile of Diplom?tico’s ultra-rare rum, Chancellor and follows the spirit’s butterscotch, vanilla and warming spice notes with accompanying aural textures that scientifically match the evolving tastes.
Together, they’re designed to nudge the brain into picking up on the rum’s sweeter, richer and more complex notes.
There are uplifting swells in the music to highlight brighter top notes, alongside slower, silkier passages to match the drink’s long, smooth finish.
Spence, who partnered with Diplom?tico to celebrate the launch of its limited-edition Chancellor rum, said: “Flavour is never just on the tongue, and the right notes can transform how these are perceived by our brains.
“In this piece of Venezuelan music, we translated the rum’s tasting notes into sound, so when people listen while they taste, the music gently nudges perception, making the rum feel richer, warmer, and more expressive.”
‘Sonic seasoning’ research has revealed how sound can enhance the way tastebuds perceive flavours – giving birth to a phenomenon where the brain links different audio frequencies to taste profiles.
Studies show specific pitches, tempos and tonal qualities can amplify sweetness, warmth and richness.
The four minute song, titled ‘The Chancellor’s Treasured Notes’, uses specific musical techniques to accentuate the nose, taste and finish of the Chancellor rum.
Rooted in the heritage shared by Rodriguez and Diplom?tico, the piece is a classical spin on Venezuelan folk music, connecting the origins behind the rum with rhythms and textures.
It starts with longer, sustained tones by the piano to accentuate the butterscotch while the bass brings lower notes to compliment the tobacco aromas, as it has been found within sensory studies that lower pitched sounds accentuate bitterness.
The cuatro and maracas are reminiscent of wind rustling through sugar cane plantations, establishing an evocative and sensory soundscape.
With the track being available to hear on YouTube [https://www.youtube.com/watch?v=n3gvbWfN6D8].
Composer Clara Rodriguez, said: “Within this piece it was essential for me to connect with our shared Venezuelan origins, which is the cultural and emotional foundation of everything I compose.
“From the rhythms and textures to overall atmosphere, the spirit of Venezuela genuinely shines through.”
Elena Petrov, global brand director of the premium rum brand, said: “Diplom?tico Chancellor is an exceptional liquid that captures the very heart of our passion for craftsmanship.
“This collaboration with Carla Rodriguez is a tribute to our shared Venezuelan soul, designed for those who understand that true luxury is found in the depth of the story behind the spirit – a story that can now be heard as clearly as it is tasted.”
