An Oxford University professor has teamed up with a world-renowned Venezuelan composer to create a bespoke song that is ‘scientifically proven’ to enhance the taste of ultra-rare rum. Sonic seasoning authority Professor Charles Spence applied his cutting-edge research into how sound influences flavour perception to inform a new track by pianist and composer Clara Rodríguez, designed to amplify the sweeter, richer, and more complex notes of Diplomático’s limited-edition Chancellor rum.
The collaboration is rooted in ‘sonic seasoning’ research, which explores ‘cross modal perception’ – the idea that what we hear can prime the brain to notice certain tastes more strongly. By linking specific musical elements to taste profiles, the right soundtrack can ‘dial up’ sweetness, richness, and warmth.
Spence, who partnered with Diplomático to celebrate the launch of its limited-edition Chancellor rum, said: “Flavour is never just on the tongue, and the right notes can transform how these are perceived by our brains.
“In this piece of Venezuelan music, we translated the rum’s tasting notes into sound, so when people listen while they taste, the music gently nudges perception, making the rum feel richer, warmer, and more expressive.”
The four minute song, titled ‘The Chancellor’s Treasured Notes’, uses specific musical techniques to accentuate the nose, taste and finish of the Chancellor rum.
Rooted in the heritage shared by Rodríguez and Diplomático, the piece is a classical spin on Venezuelan folk music, connecting the origins behind the rum with rhythms and textures.
It starts with longer, sustained tones by the piano to accentuate the butterscotch while the bass brings lower notes to compliment the tobacco aromas, as it has been found within sensory studies that lower pitched sounds accentuate bitterness.
The cuatro and maracas are reminiscent of wind rustling through sugar cane plantations, establishing an evocative and sensory soundscape. With the track being available to hear on YouTube.
Composer Clara Rodríguez, said: “Within this piece it was essential for me to connect with our shared Venezuelan origins, which is the cultural and emotional foundation of everything I compose.
“From the rhythms and textures to overall atmosphere, the spirit of Venezuela genuinely shines through.”
Elena Petrov, global brand director of the premium rum brand, said: “Diplomático Chancellor is an exceptional liquid that captures the very heart of our passion for craftsmanship.
“This collaboration with Carla Clara Rodríguez is a tribute to our shared Venezuelan soul, designed for those who understand that true luxury is found in the depth of the story behind the spirit – a story that can now be heard as clearly as it is tasted. »
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