Sound, it seems, holds a lot more sway on our taste buds than you’d perhaps imagine. In an experiment to measure the influence audio conditions have on our other senses, whiskey brand Singelton have teamed up with sound engineers with Condiment Junkie, a ‘sonic branding’ studio, to test the extent of sound’s effects.

Taking place at a bar in Soho, London, and with assistance from Oxford Professor Charles Spence, an expert in experimental psychology, the project aims to develop ways for bars and restaurants to utilise sound to improve the experiences they offer.