Can the right music make wine taste better?

The story of Tasting Notes transports us briefly to the lockdowns. Nedbank, a long-term sponsor of the Cape Winemakers Guild (CWG), had become known over the years for hosting a high-end wine auction that raises funds for the guild’s development programme. The event offered Nedbank a yearly opportunity to engage with key clients. In 2022 the event could not go ahead and Nedbank engaged us to find a solution.

We set out to reaffirm Nedbank’s commitment to the wine industry and to strengthen its relationship with its clients. We set the goal of democratising the wine experience and positioning Nedbank as a driving force of innovation, as a bank that understands and shares its key clients’ passion.

We analysed data from a number of sources, including Vinpro, Nedbank marketing cloud, internal Nedbank client data, a Stellenbosch university study, YouGov profiles and, importantly, a key study from Oxford University in the UK, among many more. Research published by Oxford University revealed a proven scientific link between sound and taste. It showed that sound has the ability to alter taste. Senses, therefore, aren’t just linked, they can influence each other.

We asked: What if wine could be paired with music to enhance the tasting notes? What if music could enhance the flavour experience? What if music could become a tutorial on how to taste the deep and layered body of a glass of wine?

With music being a global passion, the challenge provided a unique opportunity. By pairing the global appeal of music with the niche experience of wine tasting, we could democratise the experience while providing the boost the industry so desperately needed.

We developed a scientifically proven piece of music that would enhance the tasting experience for wine aficionados, provide a novel tasting experience for lovers of wine, introduce new audiences to the richness of wine and draw unprecedented attention to the industry, and of course, our client.