Oddbins matches music and wine

11 May, 2012

Oddbins has launched what it says is “the world’s first synchronised wine and music-matching event”.

The event is to take place tomorrow (May 12) at 3pm in all the chain’s 35 branches.

Each shop will play the same song and get its customers to taste two wines – and then ask them which of the wines went better with the music they heard.

Those who take part have the chance to win music festival tickets for this summer.

“But why are we doing this?” the company asked in a mail-out to its customers. “Well, scientific studies have shown that music can enhance the way your wine tastes. You can read all about it in A Sound Manifesto and even explore our Wine & Music Matcher on our website.” 




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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