|Consumers prepared to pay more under blue or red
| A glass of red wine tastes better when consumed under blue or red ambient lighting, according to German psychologists who’ve found that consumers’ brains can be fooled into believing their glass of alcohol is of higher quality and more expensive than it actually is when consumed under these conditions.
In contrast, green or white background lighting loses this effect on the consumer.
The researchers gave drinkers the same glass of Riesling in rooms with blue or red ambient lighting and repeated the experiment in rooms with different lighting.
They found that consumers perceived the same wine to be nearly 50 per cent sweeter in red light than in white or green light.
‘Fruitiness’ became more highly rated under red lighting conditions.
Of more significance, perhaps, consumers drinking in red or blue ambient lighting were prepared to pay more for their wine.
“The extreme lighting found in some bars can indoubtedly influence the way a wine tastes,” commented researcher Dr Daniel Oberfeld-Twistel.