The purpose of the present experiment was to assess whether the process of brewing and presenting a beer could be enriched by means of related visual and auditory information. In order to differentiate our assessment from previous studies in the area, we wanted to consider the fact that most drinks come in some kind of packaging. Therefore, we also manipulated the presence vs. absence of labeling, in order to assess the potential effect of the beer's label, and its interaction with music, on the tasting experience. Finally, as part of this exercise, we envisioned the multisensory customization of beer experiences as a way to offer enhanced enjoyment (and perhaps also increase brand loyalty).
