Hear it on DeFINE grapevine
A Cheshire wine merchant is so convinced his wines work perfectly with music that he is planning to offer his customers free downloads from iTunes.
Jon Campbell, owner of DeFINE Food & Wine in Sandiwell, is preparing weekly playlists to accompany promoted wines in his shop.
"The website will feature a weekly line-up of matches for you to try out," Campbell explained.
"If you come in and buy one of the featured bottles, or order online, we'll knock 79p off the price, which will cover the cost of downloading the track from iTunes. Then hotfoot home, dim the lights, and press play."
Campbell added: "I have been experimenting late into the night with various matches of wine and music. In fact, it's my new hobby. I'm rubbish at tennis, the bonsai's not growing, but
I'm bloody good at drinking and listening to music.
"I'm not suggesting that you close
your eyes and savour the wine until
either the album or the bottle is finished. This is more about sharing a snapshot in time when wine and music - and you - become one."
Customers will be encouraged to rate Campbell's suggestions and to contribute wine and music matches of their own.
Recent research conducted at Heriot-Watt University by Professor Adrian North found evidence that music can affect the way people experience the flavours of wine.
"Wine manufacturers could recommend that while drinking a certain wine, you should listen to a certain sort of music," Professor North said.
The study was carried out for Chilean winemaker Aurelio Montes, who plays monastic chants to his maturing wines.
Campbell added: "If all goes to plan, I'll be touring with Kylie by the end of the year."