Though what sounds melodious, or harmonious, or tuneful, is subjective, there are physical justifications for aesthetic appeal. Much of music consists of melodic and rhythmic patterns put together in an orderly, but creative, manner. The ‘scientific’ approach to music reached its height in the Baroque.

In short, we compiled a 7 day playlist of Baroque music and are monitoring its effects in the vineyard and in the cellar. We have two large blocks of Shiraz planted at the same time in the same soil and on the same slope. The rootstock and clone are identical. The block subjected to ‘intensive’ music ripens approximately 3 weeks later than the ‘control block.’ Furthermore, we play music in the winery where barrel fermentation showed the opposite effect with far earlier fermentation.

A few years ago, I met an man who had immigrated from Italy and now owned a wine store and deli in Denver. He told me when he grew up in Italy, he knew nothing about wine.

It was only when he came to America where he began to appreicate great Italian wines like Barolos and Barbarescos. When I asked him why, he responded by saying that Italians drink wine with every meal from the time they are little, but its not regarded as something special. He remembers going to the local winery in his town and filling up a jug for his mother.

It would never occur to his family to buy an expensive bottle of wine to go with dinner.