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27 November 2013 12:59 pm ,
Vol. 342 ,
The new head of the National Center for Science Education promises to "fight the good fight" against attacks on...
Analyses of the H7N9 strains isolated from four new cases show that the virus is evolving rapidly, heightening anxiety...
In 2009, Jack Szostak shared a Nobel Prize for his part in discovering the role of telomeres, the end bits of...
Science has exposed a thriving academic black market in China involving shady agencies, corrupt scientists, and...
Paper-selling agencies flourish in the aura of reputable businesses. For some scientists, it may be difficult to tell...
Featuring the first lunar rover in 40 years, Chang'e-3 is seen as an important milestone on China's quest to send a...
Data collected by satellites and floating probes have chronicled a 2-decade rise in the temperature and thickness of a...
Cholesterol, the artery-clogging molecule that contributes to cardiovascular disease, has another nasty trick up its...
- 27 November 2013 12:59 pm , Vol. 342 , #6162
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ScienceShot: Where Should I Drink My Whiskey?
8 October 2013 7:15 pm
Don’t like whiskey? Maybe you need to speak to your favorite bar about improving its interior design. A new study finds that the environment in which people sip a whiskey influences how they perceived certain aspects of the beverage and even changes how much they liked it, researchers report today in the journal Flavour. The team invited more than 400 participants to a tasting event where they sipped a glass of Scotch in three environments carefully designed to correlate with different characteristics of the whiskey: the grassiness of its aroma, the sweetness of its taste, and the woodiness of its aftertaste. Each room was even outfitted with a custom scent designed by a professional perfumer to evoke the intended quality. Lo and behold, the tasters ranked the whiskey as “grassier” when sitting in lawn chairs among potted plants, “sweeter” when sniffing a sugary scent before a bowl of berries, and “woodier” when savoring the beverage surrounded by wood paneling and listening to a soundtrack of a crackling fire—even though they knew they were drinking the same whiskey the whole time. What’s more, the tasters reported enjoying the whiskey the most when they drank it in the “woody” room. No word on which kind of environment to choose if you just want to throw a couple back.