Can Music Change the Way Your Cocktail Tastes? We Put Sonic Seasoning to the Test

https://www.youtube.com/watch?v=BMjpqjf4B_Y

What if the secret ingredient in your favorite cocktail wasn’t hidden behind the bar—but floating through the speakers above your head?

That was the question at the heart of this week’s episode of Jams ’N’ Cocktails, as host Brad Brock and co-host Jordyn Taylor embarked on a boozy and surprisingly thought-provoking experiment exploring the science of Sonic Seasoning: the idea that sound can influence the way people perceive flavor.

Armed with handcrafted cocktails, custom-made musical soundscapes, and a willingness to sacrifice their taste buds in the name of “science,” the duo set out to discover whether the right song could make a drink seem sweeter, smoother, richer, or more refreshing.

The results? Well… it turns out there might be something to this whole sonic seasoning thing.

The Night Begins with a Pistachio Martini

Before the experiment could begin, the evening opened with the show’s Cocktail of the Week: a whimsical Pistachio Martini.

Made from an unexpected combination of amaretto, blue curaçao, and Irish cream, the bright green cocktail looked like something straight out of a fantasy cocktail menu. While the hosts debated whether it truly tasted like pistachios, they agreed it was creamy, sweet, visually stunning, and a fun way to kick off a night dedicated to the relationship between taste and perception.

Experiment #1: Espresso Martini Meets Late-Night Lounge Vibes

The first official test featured a crowd favorite—the Espresso Martini.

Paired with a smooth, relaxing soundtrack designed to complement its rich coffee flavor and creamy texture, the cocktail was tested both in silence and with music.

Surprisingly, this round produced the least dramatic results. Since both Brad and Jordyn were already very familiar with the drink, they questioned whether their own expectations may have influenced the outcome.

Even so, the music undeniably improved the atmosphere, proving that enjoyment isn’t always about changing flavor—it can be about changing the experience.

Experiment #2: A Rye Old Fashioned Finds Its Groove

The night’s biggest success may have been the Rye Old Fashioned.

Matched with smoky blues, vintage jazz influences, and slow-burning soul, the soundtrack seemed to transform the cocktail’s personality. Both hosts noticed that the drink felt smoother, more balanced, and less aggressive after listening to the accompanying music.

Was the whiskey actually different? Of course not.

But their brains interpreted the experience differently—and that was exactly the point.

The experiment highlighted one of the key ideas behind sonic seasoning: flavor is not experienced by the tongue alone. Taste is deeply connected to memory, mood, expectation, sight, smell, and sound.

Experiment #3: Southern Rock Gives the Jack & Coke New Life

Next up was one of the most familiar drinks on the menu: the classic Jack and Coke.

Before the music started, the cocktail received some less-than-glowing reviews, with the hosts joking that it tasted like old college memories and questionable life choices.

But once a Southern rock-inspired soundtrack filled the lounge, the drink became something entirely different.

The music brought back memories of crowded bars, live bands, and late nights with friends. Suddenly, the Jack and Coke felt more at home. It wasn’t just a beverage anymore—it was an experience.

And that may have been one of the most powerful discoveries of the evening: music doesn’t just influence taste. It can trigger emotion and nostalgia.

Experiment #4: The Negroni’s Italian Getaway

No cocktail sparked more debate than the Negroni.

Bold, bitter, herbal, and complex, the classic cocktail received dramatically different reactions from the two hosts. Brad embraced the sophisticated bitterness, while Jordyn compared it to a medicinal throat lozenge and questioned whether any amount of music could save it.

Then the Italian lounge soundtrack began.

While the music didn’t turn Jordyn into a Negroni lover overnight, she admitted it made the cocktail more tolerable. For Brad, however, the effect was much more dramatic. The combination of flavor and music transported him mentally to a European terrace, proving just how powerful ambiance and imagination can be.

Apparently, the quickest route to Italy might just be a well-made Negroni and the right playlist.

Experiment #5: A Margarita Vacation in a Glass

The final cocktail of the night brought everyone somewhere much warmer: the Margarita.

Bright, citrusy, and refreshing, the Margarita was paired with tropical rhythms, Latin-inspired grooves, and beachside energy.

The music appeared to soften the drink’s bite and enhance its sweetness, though the hosts debated whether the change came from the soundtrack itself or simply from taking another sip.

Regardless of the scientific explanation, one thing was clear: the pairing instantly created visions of ocean views, poolside relaxation, and a vacation state of mind.

And sometimes, that’s exactly what a great cocktail should do.

The Real Discovery: The Vibe Is Everything

By the end of the experiment, the biggest revelation wasn’t necessarily that music changes flavor—it was that the entire environment changes the way people experience food and drink.

Brad and Jordyn explored how lighting, aromas, memories, surroundings, and even the feel of a room contribute to a person’s perception. A smoky cocktail lounge, a beachfront bar, or a crowded live music venue all create different emotional connections to the exact same drink.

That realization led to a larger discussion about restaurants, bars, and live performances. Great venues understand that they are not simply serving food and drinks—they are creating a complete sensory experience.

The music playing in the background matters.

The lighting matters.

The smells matter.

The atmosphere matters.

In short: the vibe matters.

More Than Cocktails: Music, Games, and Entertainment

Of course, no episode of Jams ’N’ Cocktails would be complete without a little extra fun.

The second half of the show featured a boozy edition of Name That Tune, where Jordyn tested her music knowledge with songs centered around whiskey, wine, and tropical cocktails. The game delivered plenty of laughs, impressive guesses, and a few hilarious near misses.

The evening continued with the latest edition of The Jordy Files, where Jordyn covered celebrity birthdays, entertainment headlines, and the latest happenings from the world of pop culture.

The show also included its signature Midweek Motivation, offering listeners a positive reminder to carry them through the rest of the week, before Brad wrapped up the night with updates, announcements, and a final toast to the Jams ’N’ Cocktails community.

Final Sip: Should You Try Sonic Seasoning?

The answer from the JNC Lounge was a unanimous “why not?”

Whether the science behind sonic seasoning is changing the chemistry of a drink or simply changing the mindset of the person enjoying it, the results were impossible to ignore.

The right song can make a moment feel warmer.

A familiar melody can bring back a memory.

A perfectly crafted atmosphere can turn a simple drink into a lasting experience.

So the next time you pour your favorite cocktail, don’t just choose your glass.

Choose your soundtrack.