The beer world has many ways to identify drinking “experts,” from BJCP or Cicerone certifications to some guy in Denmark who tastes thousands of beers a year. But the best part is no matter what your official qualifications may be, we all have some level of knowledge when it comes to tasting beer, even if our interest is solely left at that.
Last week offered a great conversation, as always, on the Beervana podcast, when Jeff Alworth and Patrick Emerson discussed the idea and process of how to taste beer. Through a blind taste test, the pair broke down how sight, smell and taste can impart characteristics of beer and how it can lead our own interpretation of the liquid.
But are those senses all we need to fully judge a beer?
In the 1930s, marketing pioneer Louis Cheskin coined the phrase “sensation transference” as a way to describe the phenomena of when a consumer has a unique reaction to a product based on an interpretation with their senses. For example, the more yellow the color of a 7UP package, the more lemon-like the soda may taste.
Naturally, sight and smell are powerful forces driving this idea, but in truth, all our senses play a part, even hearing. Think of the snap of a crisp potato chip or apple and how that plays into our perception of quality and freshness. Sound, just like other senses, has the ability to not only alter our preferences, but change a tasting experience altogether.
So if and when sound comes into play, is it impacting our perception of a beer or simply playing to our inherent biases?