Music and Wine - How the Right Soundtrack Elevates the Experience

The Relationship Between Music and Wine - What Science Reveals

In a study of experienced wine tasters, participants consistently matched certain wines with specific pieces of music. For example, study participants consistently report that Domaine Didier Dagueneau Pouilly Fumé, a crisp white wine, pairs better with Mozart than Tchaikovsky—while they said the opposite about Chateau Margaux, a rich red wine.

Perhaps more importantly, listening to matching music enhanced their enjoyment of the wine drinking experience compared to drinking the same wines in silence.

Perception of flavor

Additionally, participants consistently reported a stronger perception of acidity in a New Zealand Sauvignon Blanc and an Argentine Malbec during a live performance of Debussy’s “Jardin sous la Pluie,” while they perceived them as more fruity during Rachmaninoff’s “Vocalise.”

In further research, one study involving wine and another involving beer used two different soundtracks designed to pair with sour and sweet flavors. You can listen to them here.

Participants in the wine study consistently reported enjoying both sweet and sour wines more when paired with the “sweet” soundtrack. However, participants liked acidic wine better than sweeter wine during the “sour” soundtrack. Researchers theorize that when the music matches the wine, it’s easier for people to notice the sensory properties of the wine, increasing their enjoyment.

In the beer study, participants consistently said the “sweet” soundtrack enhanced their evaluation of the sweetness and strength of the beers versus the “bitter” and “sour” soundtracks.

More complex features

A study of two Chardonnays paired with these staccato and legato soundtracks analyzed music’s influence on the perception of more complex features, such as the duration of finish or aftertaste, balance, and body.

Participants rated wines tasted while listening to the staccato soundtrack more highly, and rated them as being fuller in body, more balanced, and having a longer aftertaste—even though participants liked the other soundtrack much better. Researchers theorized that the sparseness of the disliked staccato soundtrack may have provided a stronger contrast to the flavors of the wine that made them seem fuller.

What this means for wineries, breweries, and bars

Music’s effect on the enjoyment and perception of wine is not limited to wine experts, as the number of years of experience showed no effect on the results. This indicates that any customer’s drinking experience can be influenced by the soundtrack, meaning it’s important for tasting rooms and bars that serve wine and other beverages to play the right music for their customers.

What Our Customers Are Playing, And How It’s Affecting Business

We asked several of our valued customers the following question:

"What music do you play at your winery and tasting rooms, and why did you select this music for your guests?"

Here are their responses:

1. Barrister Winery - Spokane, Washington

Tyler: At our winery and satellite tasting room, we opted to use Soundtrack as our music platform for many reasons. First and foremost was compliance with industry regulations for streaming music in commercial business settings. The second reason was the incredible pricing tiers for such services. Lastly, we love the extensive catalog of mainstream music at our fingertips.

Our customers enjoy the playlists we have created and comment on them often. We aim to build adult contemporary playlists that work well with everything from daily tastings, to corporate events, and weddings.

Learn more about Barrister Winery.

Suggested Pairing: Adult Contemporary

Featuring: Timeless hits with a sophisticated edge for any event

The perfect soundtrack for grown-ups who know great music when they hear it. From Fleetwood Mac and Michael Jackson to Hozier and Coldplay, this playlist blends mellow gold and mainstream pop and rock across the decades. Whether you're unwinding with a glass of wine or meeting friends for a lively gathering, these nostalgic and contemporary tracks are the ultimate companion for relaxed, memorable moments.

Preview this playlist.

2. Bruzzi Vinyard - Young and Superior, Arizona

James: At Bruzzi Vineyard in Young, Arizona and our tasting room in Superior, Arizona, we use Soundtrack to help create a vibe. Vintage Country and Electro Swing Zingers for daytime music, Ballroom Swing for dinners, or Warm Weather Reggae for brunch are our regular go-to stations, and we love that there is a perfect station for any event, season, or holiday.

Learn more about Bruzzi Vinyard.

Suggested Pairing: Vintage Country

Featuring: Classic country songs that create a scenic, nostalgic soundscape

Step back to the golden age of country music with legends like Dolly Parton, Loretta Lynn, Willie Nelson, and Waylon Jennings. Spanning the 1920s to the 1970s, these timeless hits bring authentic storytelling and heartfelt melodies to life. Perfect for sipping wine with scenic views and a dash of old-school charm.

Preview this playlist.

3. Cinder Wines - Garden City, Idaho

Nikki: At our winery and tasting room, music plays a vital role in creating the perfect atmosphere for our guests. During busy weekend days or special events, we turn up the music with upbeat, modern hits that make the energy absolutely contagious, adding to the lively and festive vibe.

On the other hand, smooth jazz or coffee shop playlists during weekdays set a serene and relaxing scene, perfect for our older crowd or those seeking a more peaceful tasting experience.

We value the versatility of pre-made playlists that align with seasonal vibes, as well as the ability to curate our own with input from our tasting room associates. Whether it’s a curated playlist or seasonal tunes, we let the music set the tone and enhance the mood, ensuring every visit feels unique and memorable.

Learn more about Cinder Wines.

Suggested Pairing: Smooth & Jazzy

Featuring: Sleek jazz instrumentals for an effortlessly elegant atmosphere.

Let smooth saxophones, polished guitars, and breezy rhythms transport you to a world of refined relaxation. Featuring artists like Boney James and Chuck Loeb, this playlist is a sophisticated blend of easygoing jazz that complements any winery or brewery setting. It’s as smooth as your favorite vintage pour.

Preview this playlist.

4. Fortuity Cellars - Wapato, Washington

Lee and Emily: For us at Fortuity Cellars, selecting the playlist for the day is essential to creating the perfect atmosphere. We adjust our music selection throughout the day, drawing from indie, folk, pop, and Americana playlists. We aim for upbeat and energetic tracks that enhance our intimate tasting experience without overpowering guest conversations.

The music should complement the space and keep the energy flowing while avoiding anything too aggressive. It's all about creating the right ambiance that allows our guests to focus on both the wine and their meaningful conversations.

Our people, our products, and our atmosphere are the reason guests give us 5 star reviews, why they buy our wine, and why they come back. Our hope is that the tasting room experience transcends to dinner tables; where family and friends come together sharing our wine with that same warmth and gratitude that we feel here at Fortuity.

Learn more about Fortuity Cellars.

Suggested Pairing: New Deep Americana

Featuring: Modern indie and folk sounds for any time of day

Discover the next generation of Americana with organic, heartfelt tunes. From Jamestown Revival and Jason Isbell to First Aid Kit, this playlist blends warm guitars, soulful vocals, and rich melodies that pair beautifully with any time of day—and any glass of wine.

Preview this playlist.

5. Genisa Wine Bar - Janesville, Wisconsin

Joshua: At Genisa Wine Bar, we liked the idea of building a playlist on Spotify, a music streaming platform that we were already familiar with, and connecting it with our Soundtrack app. This allowed the owner to give input and collect songs that he enjoyed listening to, and then import that music into Soundtrack so that we could play it legally.

During the week, we play a pre-built list of easy listening music, when people aren't in a hurry and we're not in a hurry to flip the tables. On the weekend, we like to play our custom list with familiar songs and a faster beat when we're looking to flip tables and keep the beat up.

We like the ability to have a wide selection of pre-made playlists, and the ability to not only create our own playlists, but to import our own playlists from Spotify. It's a win-win for Genisa Wine Bar.

Learn more about Genisa Wine Bar.

Suggested Pairing: Nice and Easy

Featuring: Relaxed, easy-listening tracks from the 2000s to today.

Slow it down and savor the moment with mellow pop, R&B, and soul hits. Featuring artists like Sabrina Carpenter, John Mayer, Billie Eilish, and Childish Gambino, this collection of soothing tunes provides the perfect laid-back soundtrack for enjoying wine and good company.

Preview this playlist.

6. Lagana Cellars - Walla Walla, Washington

Jason: I don't think the music has necessarily changed a customer's mind on buying wine, but we tend to keep it fun. For the holidays, we do play a Christmas channel, but other than that it's usually the Pop FM channel or something like that. I like to keep it modern, upbeat, and fun. No need for a stuffy tasting room when you come to Lagana Cellars!

Learn more about Lagana Cellars.

Suggested Pairing: Pop FM

Featuring: Energetic pop anthems that keep the party lively

From nostalgic throwbacks to today’s chart-topping hits, this playlist delivers feel-good energy and irresistible singalongs. With Dua Lipa, Katy Perry, Bastille, and *NSYNC in the mix, these poppy, radio-friendly hits are the life of the party—pair them with good vibes and even better wine.

Preview this playlist.

7. Tasting House - Los Gatos, California

At the Tasting House we play Jazz. Sometimes it’s Latin Jazz, other times Big Band, Swing, French, etc. We select from playlists created by Soundtrack.

We love Miles Davis, Dave Brubeck, Duke Ellington, Herbie Hancock, John Coltrane, Billie Holiday and other classic artists.

Music creates the energy in our space. On cool rainy days we play slow and easy music. On Friday and Saturday evenings we have live bands (we love to support local musicians) and then we move right into the Big Band and Swing playlists.

Learn more about Tasting House.

Suggested Pairing: When Cool Was Born

Featuring: Iconic midcentury jazz for a sophisticated wine experience

Dive into the effortlessly cool sounds of Miles Davis, Stan Getz, Chet Baker, and John Coltrane. This playlist showcases the sparse, blue tones of '50s and '60s jazz, perfect for setting a classy, laid-back mood. Timeless, elegant, and undeniably cool.

Preview this playlist.

8. Vintage Books and Wine - Austin, Texas

Jean: Music plays a huge role at our shop because it is one of the most effective levers for creating atmosphere. We host many different kinds of events, from author readings to wine tastings, midnight release parties, singles mixers, and more! Each event has a very distinct mood, and creating the perfect playlist is a necessity to bring that environment to life. Much like how different varietals of wine can be suited for different seasons, music helps usher our store from one moment to the next.

Learn more about Vintage Books and Wine.

Suggested Pairing: Indie Pop Social Club

Featuring: Atmospheric indie pop for vibey social gatherings

Create the perfect modern backdrop with dreamy tunes that won’t overpower the conversation. Featuring artists like Lana Del Rey, Bon Iver, and Iron & Wine, this playlist combines lush melodies with understated energy, making it an ideal companion for social clubs or intimate get-togethers.

Preview this playlist.

9. Whiskers & Wine Cat Cafe - San Diego, California

Nicole: We have adoptable cats and kittens that live at Whiskers and Wine until they are adopted, so it is a unique experience for guests and the kitties. The guests pet kitties while enjoying wine, specialty cocktails, craft beer and delicious eats (our menu) all while enjoying the ambiance of the space and music.

Generally, we play chill playlists, but we also adjust to special events like yoga, bingo, birthday parties. Employees sense the mood of the guests, cats, occasion, and adjust the music to support the atmosphere. What’s great is that there are so many different options, so we can create a space enjoyable for everyone.

Learn more about Whiskers and Wine.

Suggested Pairing: Fall Chill

Featuring: Cozy, lofi-inspired tracks for a year-round autumn vibe

Capture the essence of crisp days and tranquil evenings with mellow beats and soft melodies. Perfect for cozying up indoors with cats and wine, this playlist channels the serene energy of autumn with lofi chill vibes—whether it’s fall or you just wish it was.

Preview this playlist.

10. With the Wind Winery - Rosholt, South Dakota

Vanessa: We tailor our music to match the seasons and events happening at the winery! During summer, upbeat country and pop tunes set the tone for lively, sun-soaked days. As fall arrives, indie and folk music create the perfect backdrop for our Farmer's Market and autumn feelings. In winter, especially around the holidays, cozy jazz-inspired music adds warmth to the season.

Over the years, we've discovered how music influences the mood and experience of our guests. Curating music encourages relaxation and a vacation-like vibe, we've found it also positively impacts sales. It's fascinating to see how musical preferences evolve—10 years ago, indie and folk weren't even on our radar, but they've since become staples in our lineup.

Learn more about With the Wind Winery.

Suggested Pairing: Current Country Pop

Featuring: Today’s top country hits with a pop twist

Set the perfect tone for your wine-tasting experience with this vibrant collection of pop-infused country music. Featuring chart-toppers and rising stars like Zach Bryan, Morgan Wallen, Halsey, and Jelly Roll, these upbeat tracks blend heartfelt storytelling with infectious rhythms. Whether you’re sipping, chatting, or raising a toast with friends, this playlist keeps the energy high and the good times flowing.

Preview this playlist.

Bonus: Narragansett Brewery - Providence, Rhode Island

Ezra: As a historic brand (going on 135 years!), we love playing with musical eras and seeing how they change the atmosphere here at Narragansett Brewery. From a 1960s cocktail lounge for a historical beer release to Yacht Rock on a sunny day on our patio, the core values of our brand and the taproom are all about connection and fun.

We also use the new messaging feature to play vintage Narragansett radio ads, allowing us to share our heritage with a new generation of fans.

Learn more about Narragansett Brewery.

Suggested Pairing: Yacht Rock

Featuring: Soft rock classics with a breezy, smooth vibe

Set sail with this collection of silky melodies and soothing harmonies. Combining late '70s and early '80s classics with modern artists reviving the genre, this playlist is all about smooth sailing. Featuring Kool & The Gang, Steely Dan, Boz Scaggs, and more, it’s the ultimate backdrop for a chill yet sophisticated gathering.

Preview this playlist.

Pairing Music & Wine - How Soundtrack Can Help

Wine comes alive when paired with the right soundtrack. Just as a winemaker carefully selects grapes to craft a balanced Cabernet Sauvignon or a vibrant Riesling, the music in a wine tasting room, brewery, or bar can shape the aromas, flavors, and emotions of the customer experience.

Soundtrack offers over 100 million tracks and 1,300 ad-free playlists fully licensed for commercial use. The National Association of American Wineries lists guidelines on music licensing for wineries.

Curate custom playlists to enhance the fruity notes of a Pinot Noir or the effervescence of champagne—or generate a playlist in seconds from a simple text prompt using our AI Playlist Creator.

Imagine sipping on a glass of Merlot while enveloped in classical music or enjoying the earthy complexity of Zinfandel to the deep house remix of a contemporary track. These pairings transform a simple wine tasting into an unforgettable sensory journey.

By integrating scientific insights and customizable playlists, Soundtrack empowers wineries to craft moments that resonate deeply with their guests—while handling all the legal intricacies of music licensing for you. Each wine tells a story, and music is an essential pairing.

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