How Sound Shapes the Taste of Coffee: A Multi-Sensory Experience with Felipe Reinoso

Coffee is more than a beverage, it’s an experience. But what if the way you listen could change the way you taste? Imagine sipping a cup of Colombian coffee while music designed specifically to enhance its flavors guides you through each note of sweetness, bitterness, and aroma. It sounds like magic, but according to Felipe Reinoso, it’s science.

We had the pleasure of sitting down with Felipe, a leading researcher in multi-sensory experiences, to explore the fascinating intersection of sound, taste, and coffee. Felipe holds a PhD in engineering and psychology from Belgium and currently serves as a professor of marketing at the University of Los Angeles. His work focuses on sensory marketing, or how our senses interact to shape perception and enhance experiences—especially in food and beverages.

Discover how sound enhances Colombian coffee flavor with Majestic Mountain Coffee. Watch the full interview on YouTube!

https://www.youtube.com/watch?v=VdhMyOxdZaA&t=762s

From Chocolate to Coffee: A Journey into Multi-Sensory Research

Felipe’s passion for multi-sensory experiences began during his doctoral research in Belgium, where he explored how sound affects the perception of chocolate and beer. “When I started my PhD, I noticed how chefs applied science intuitively in the kitchen,” he recalls. “That inspired me to explore how auditory perception can enhance taste.”

His journey naturally transitioned to coffee when he moved to Colombia. “Colombian coffee is one of the most valuable commodities in the world, known for its sweetness, bright acidity, and aromatic complexity,” he explains. “By combining Colombian coffee with Colombian music, we saw an opportunity to create a unique sensory experience.”

Why Coffee Is Already Multi-Sensory

Even a standard coffee-drinking moment involves multiple senses. Felipe explains that taste alone doesn’t define the experience:

• Sight: The cup, the French press, the color of the coffee.
• Smell: Aroma is processed by the brain even before tasting.
• Sound: Both the sounds you hear while drinking and those made during brewing.

“The brain uses information from smell even more than taste to construct flavor perception,” he says. “Sound is often overlooked, but it can subtly influence how we perceive bitterness, sweetness, and acidity.”

The Science of Sound and Flavor

Felipe approaches the relationship between sound and flavor in two ways:

1. Perceptual Approach: Certain musical frequencies, harmonies, and timbres correspond to specific taste profiles. High-pitched, legato instruments like piano or flute can enhance perceived sweetness, while low-pitched, staccato sounds like a trombone convey bitterness.
2. Emotional Approach: Music also impacts the emotional context of tasting. A song that evokes happiness or calmness can enhance enjoyment, while noise or unpleasant sounds can diminish it.

In practical terms, even background noise can affect flavor perception. Felipe cites a study showing that loud urban noise can block the aroma and taste of coffee, while a quiet environment allows the brain to fully experience its flavors.

Colombian Coffee Beyond Taste: A Multi-Sensory Campaign

One of Felipe’s most exciting projects applied this research on a global scale. Collaborating with Café Colombia for their 60th anniversary, he helped design a musical composition to accompany coffee tasting for a young, international audience.

“We started by understanding the defining traits of Colombian coffee: sweetness, bright acidity, and aroma. Then, we worked with musicians to create a two-minute medley that mirrored these flavors,” Felipe explains.

The song takes listeners on a journey through sweetness, bitterness, and aroma, integrating traditional Colombian sounds, nature elements, and modern arrangements. “The campaign was a success, reaching over 1.5 million views worldwide,” he says. “Baristas even reported experiencing enhanced flavor perception while listening to the song.”

Cultural Differences in Taste Perception

Felipe has also explored how people from different countries respond to multi-sensory experiences. While emotions like happiness are universally understood, perceptual associations between sound and taste vary culturally. This insight is crucial for brands aiming to reach a global audience with sensory marketing.

Coffee, Complexity, and Opportunities

Every coffee—like every chocolate or beer—has a spectrum of complexity. Specialty Colombian coffees, with nuanced flavor profiles depending on region, altitude, and processing, offer endless possibilities for tailored musical experiences. Felipe sees an opportunity for music and sound design to enhance the tasting journey for every type of coffee worldwide.

The Future: AI and Digital Multi-Sensory Experiences

Looking ahead, Felipe is excited about the role of artificial intelligence in sensory marketing. AI could help customize multi-sensory experiences based on individual preferences and even physiological data, from creating the perfect coffee blend for your body to composing music that enhances specific flavors.

“Imagine a digital coffee experience where sound, taste, and aroma are optimized for each person,” he envisions. “It could revolutionize how we enjoy food and beverages, making every sip a unique experience.”

Tips for Your Own Multi-Sensory Coffee Experience

For coffee enthusiasts wanting to experiment at home, Felipe suggests:

1. Control your environment: Avoid noisy streets or distractions.
2. Select your music: Chilled, positive music can enhance sweetness and smoothness.
3. Engage all senses: Appreciate the aroma, the color, and even the sound of pouring or grinding coffee.

By slowing down and intentionally designing the sensory environment, even an everyday cup of coffee can become a full-bodied, multi-sensory experience.

References & Further Reading

If you’re curious to explore the research and stories behind this sensory world, here are some of the key references Felipe mentioned and inspired this conversation:

1. Food and Sound Perception of Taste – IASP Pain

2. A New Study Says the Right Music Can Make Your Beer Taste Better – VICE

3. Wang, Q. J., et al. (2016). The influence of sound on the perception of food and drink. Food Quality and Preference.

4. Wang, Q. J., & Spence, C. (2020). “Feeling the flavor”: Crossmodal correspondences and emotion. Food Quality and Preference.

5. Ovidias – Chocolate and Music: Sounds Like a Good Combination

6. Spence, C. (2016). Gastrophysics and the Science of Multi-Sensory Dining. Appetite.

7. KU Leuven – The Sound of Chocolate Research Project

8. Reinoso-Carvalho, F. et al. (2017). Chocolate and music: A multisensory experience. Journal of Sensory Studies.

9. Reinoso-Carvalho, F. et al. (2020). The Effects of Noise Control in Coffee Tasting Experiences. ResearchGate.

10. Less Noise Leads to Greater Coffee Enjoyment – Daily Coffee News

11. Aromas and Acoustics: How Music Influences Your Coffee Experience – Top Rated Coffee

12. CNN Travel – The World’s Best Multi-Sensory Restaurants

13. Keurig Crafts Spotify Playlists to Elevate Coffee Drinking Experience – Yahoo Finance

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