Why your drink tastes better at a gig!

12 August 2025 - Press release

EXPERTS REVEAL HOW MUSIC ENHANCES YOUR EXPERIENCE OF ALCOHOL  

The science behind the buzz and why music influences taste, mood, and memory! This summer, festivalgoers can put it to the test 

 

• Research in music psychology shows sound influences taste, mood, and sensory enjoyment. 
• Studies link sound cues like pitch and tempo to changes in how flavours are experienced. 
• Shared soundscapes at festivals heighten emotion and social connection, making drinks feel more immersive. 
• Cointreau invites cocktail lovers to explore the concept of ‘sonic seasoning’ both at All Points East festival and at home while sipping on the Original Margarita. 
• 50 complimentary Margaritas available to the first visitors at Cointreau’s Margarita Bar during the festival. 

 

Music doesn’t just soundtrack a festival – it can change the way we taste and feel. Research in music psychology suggests sound can transform sensory experiences, influencing not only mood but how flavours are perceived.  

This summer, Cointreau is inviting cocktail lovers to explore this connection first-hand - from enjoying a signature serve at its Margarita Bar in the festival soundscape of All Points East (15–24 August) in London, where 50 complimentary Margaritas will be given away across the festival, to mixing up the Original Margarita recipe at home and pairing it with a favourite playlist. 

Professor Adam Ockelford, a leading expert in music psychology, explains: 
“In tasting experiences such as wine or spirits, curated music can act as ‘sonic seasoning,’ subtly tuning sensory expectations and emotional tone. For a liqueur like Cointreau, with a wide aroma palette, pairing different music genres or moods could map on to the various flavour notes, creating a richer, layered drinking experience.” 

Studies suggest that tempo, pitch, and rhythm can alter how flavours are experienced. “Music shapes emotion by modulating physiological responses and attention – it can uplift, soothe or energise within seconds,” adds Ockelford. 

This effect becomes even more powerful in festival settings. “Music acts as a social glue – it synchronises movement, emotion and even heart rates, making us feel more connected,” Ockelford continues. 

With more than 40 aromatic notes, Cointreau orange liqueur is uniquely positioned to explore the connection between sound and flavour, making the Margarita the ideal cocktail for this sensory experiment. Like music, which layers mood and emotion, Cointreau’s depth means every sip reveals something different within the ever-changing atmosphere of a festival setting. 

As Professor Ockelford explains: “Research indicates that highpitched tones are implicitly associated with sweetness, while lowerpitched sounds are associated with bitterness or saltiness. Different instrumental sounds (e.g. piano vs. brass) also influence perceived taste. Some additional evidence suggests that lowpitch and less pleasant-sounding background music may strengthen a sense of bitterness.” 

The link between music and taste can be explored just as easily in a home setting. One starting point is the Original Margarita. Pairing the classic cocktail with different playlists can highlight contrasting elements of its flavour - upbeat disco or melodic pop may lift the cocktail’s citrus brightness, bass-heavy hip hop or reggae could add warmth and depth, while smooth jazz or acoustic ballads might bring forward the subtle sweetness from the orange liqueur. It’s a simple way to explore the ‘sonic seasoning’ theory without leaving your kitchen. 

For those heading to All Points East in Victoria Park, from 15–24 August Cointreau will be serving its signature cocktails at the Margarita Bar. On the menu are festival favourites including the Original Margarita, Spicy Margarita, Frozen Passion Fruit Margarita, Frozen Watermelon Margarita, Cointreau Paloma, and ready-to-drink serves like the Lime Daiquiri and Berry Cosmo - each offering an opportunity to discover how flavours shift with the music around them. A Frozen Watermelon Margarita could seem fruitier against bright, high notes, bass-heavy beats might make a Spicy Margarita taste bolder, and bright, crisp melodies could sharpen the citrus edge of a Lime Daiquiri. 

To celebrate, Cointreau is giving away 50 complimentary Margaritas across the festival, available to the first visitors to the bar - an ideal chance to see how music might influence flavour. With a genre-spanning line-up including Chase & Status, RAYE and The Maccabees, All Points East offers the perfect soundtrack for this sensory experiment. 

 

Carole Quinton, Cointreau’s Master Distiller, says: 
“As someone whose work is all about aroma and flavour, the idea of ‘sonic seasoning’ fascinates me. Just as balance in a cocktail depends on the right blend of ingredients, the sounds around us can subtly shape the way we taste, feel, and remember a drink. A festival like All Points East, where music and social connection are at the heart of the experience, is the perfect setting to explore that link.”