Applying psychological concepts such as crossmodal correspondences to wine, whisky, or gin tastings can create immersive, multi-sensory experiences that elevate how participants perceive flavours. Here’s how you could practically incorporate these concepts into your tastings:

Whisky tastings can be stern affairs with participants prioritising the look of competency over having fun. After all, who wants to do or say the wrong thing? To appear competent, it's natural to look towards the professionals, who at the top of the ladder deploy tactics to beat hedonistic subjectivity out of the door with a flat stick. But whisky tasting is hedonism in action, and we should encourage embracing it rather than following those who look like they have secret knowledge.

Mouthfeel is the unspoken hero of flavour. Imagine wine without tannins, custard without creaminess, or butter without fat. Yet it is rarely discussed in detail or mentioned beyond a simple 'rough' or 'smooth'. To understand mouthfeel in its entirety, whether in the context of wine tasting, whisky tasting, or rum tasting, our expert guide will explain the different components that make up mouthfeel one at a time.

What is flavour? Is it taste - is it palate - is it aroma - or is it something other? So much confusion surrounds the term flavour that it has become a hurdle for consumers in need of clarity and simplification. As it turns out, there's a lot more to flavour than you may have thought. But understanding its meaning is the first step into an entire world of revelations.