Coffee as a Multi-Sensory Experience

What is the Specialty Coffee Association? 

The Specialty Coffee Association (SCA) is a non-profit organization that represents the global specialty coffee industry. The SCA is dedicated to promoting and advancing specialty coffee by setting industry standards, providing education and training, organizing events and competitions, and fostering a global community of coffee professionals.

The Coffee Workshop

The Coffee As a Multi-Sensory Experience workshop provided a fully immersive experience that showcased the intricate relationship between our senses and coffee tasting.

Participants, including coffee growers, producers, roasters, tasters, coffee shop owners, and baristas, had the opportunity to witness firsthand how our primary senses collaborate to shape the perception of flavour. Throughout the workshop, Jae and Christos delved into the captivating concept of cross modal perception, where one sense has an impact on another.

Additionally, they explored the influence of the surrounding environment on the sensory experience, highlighting the significance of factors such as lighting, music, and ambiance in enhancing the enjoyment of coffee.

The workshop provided practical insights on optimizing atmosphere, packaging, and catering to various tasting demographics, empowering participants to enhance the consumer experience in any setting. Ultimately, the purpose of the workshop was to expose participants to the exciting scientific discoveries within the field of Neurogastronomy, which investigates the intricate relationship between food, flavour perception, and the brain.

Coffee Workshop Structure: The 3 Sense Stations

Jae and Christos broke down the workshop into three stations, each of which, uncovered the effects of a specific sense into the coffee taste and experience. 

Station 1: The Importance of the Coffee Vessel

In this station, Jae and Christos explored how the shapes, colours, and textures of cups can impact our perception of coffee. Participants were given two cups of coffee with different vessels: a 4oz white paper cup and an 8oz red ceramic mug. Despite the coffee being the same in both cups, participants had varied perceptions of its taste.

Interestingly, participants preferred the coffee in the red ceramic mug, giving it higher scores in terms of body, fruitiness, and sweetness. This preference was influenced by the mug's texture, colour, and weight, and it goes to show that the visual aspects of a cup can significantly impact our enjoyment of coffee.

Station 2: The Importance of Packaging in Coffee

In station 2, our coffee experts examined how the visual presentation of coffee packaging can affect our perception of flavour.

Participants were given the same coffee beans in two different bags with contrasting packaging styles. One bag had a simple paper design with minimal descriptors, while the other bag was vibrant and adorned with colourful patterns and florals.

Interestingly, despite containing the same coffee, the plain paper bag received lower scores in overall intensity and aftertaste intensity. However, it scored higher in acidity and bitterness, with notes of nut, paper, and dried fruit. On the other hand, the floral bag with descriptors scored higher in overall intensity, lower in acidity and bitterness, and had prominent notes of floral, berries, and vanilla.

These findings emphasize the influence of packaging on our perception of flavour. The visual appeal of a coffee package can shape our expectations and impact how we experience its taste.

Station 3: Coffee and Your Environment

In the final station, Jae and Christos created two different environments using audio and time to evaluate the impact of atmosphere on coffee tasting. Their objective was to demonstrate how the environment can influence the quality of the coffee and affect our mood during the tasting process.

Environment 1 - Stressed: Participants had 5 minutes to taste and evaluate the coffee in a stressful environment. They were exposed to loud, high-pitched siren-like audios with overlapping dissonance in frequencies.

Environment 2 - Relaxed: Participants had 10 minutes to taste and evaluate the coffee in a relaxed environment. They enjoyed low-fi music with nature sounds typically found at a coffee farm. Additionally, a video of a serene coffee farm was projected for visual stimulation.

The results revealed notable differences in the perception of the coffee based on the environment. In the stressed environment, participants gave lower scores for overall aroma, indicating a less pleasant scent. They also noted higher acidity, bitterness, and a less satisfying mouthfeel, leading to a drying sensation.

Conversely, in the relaxed environment, participants experienced higher aroma, resulting in a more enjoyable scent. They also reported a smooth and velvety mouthfeel, indicating a richer and more balanced texture. The flavour profile was enhanced with sweet notes of cocoa, creating a more pleasurable tasting experience.

These findings emphasize the significant impact of atmosphere on our perception of coffee. It underscores the importance of creating a relaxed and pleasant environment in your coffee business to ensure consumers can have a positive perception of your offerings.

Coffee Workshop Findings and Implications for Your Business

In conclusion, our research has shown that several factors, including the environment and the choice of cup, significantly influence the perceived flavour of coffee.

These findings provide valuable insights that can be applied to your business establishment. Whether you're setting up a cafe or an office coffee station, it is crucial to consider every aspect, from the ambiance and marketing materials to the selection of serveware.

By incorporating this knowledge into your planning and execution, you can enhance the sensory experience for your customers and elevate the overall quality of your coffee offerings. Remember, paying attention to every detail is key when it comes to delivering an exceptional coffee experience.

The information presented here offers a general industry perspective and may not directly apply to your specific business operations. Consult with the appropriate subject matter experts before making any business decisions.