How to enjoy the perfect cup of coffee: In a mug, with a slice of Victoria sponge cake and some jazz music
16:11 GMT, 18 April 2012
Put away the muffins and elegant china – the best way to drink coffee is out of a mug with a slice of Victoria sponge cake.
To get the most pleasure out of a cup of coffee, it pays to use all the senses, according to a study.
And rather than sitting in a fancy coffee shop drinking something hand crafted by a barista, it also helps to be in a comforable leather chair, at home, listening to jazz and in a room surrounded by deep purple furnishings.
Rather than sitting in a fancy coffee
shop drinking something hand crafted by a barista, it also helps
to be in a comfy leather chair at hope
Sensory experts MMR Research Worldwide carried out the scientific research on British coffee drinkers for the launch of new Carte Noire Instinct.
It found drinking at home was better than a trendy but ultimately unsatisfying coffee shop experience with uncomfortable wooden chairs and tables.
China cups and saucers may be fine for tea but for coffee, a good porcelain mug is best while sitting on a luxurious leather seat.
Turn off the pop music on the radio or the banter of daytime TV and listen to jazz – particular if it includes a saxophone – said the researchers.
Traditional Victoria Sponge rather than fancy flapjacks
or muffins was found to be the perfect accompaniment
And a deep purple decor helps relax the drinker too – a far cry from the kind of modern surroundings, bright lights and loud music of many coffee shop environments.
Perhaps the biggest surprise is that something traditional like Victoria Sponge rather than fancy flapjacks or muffins is the perfect accompaniment.
That is because a full flavoured coffee needs a lighter snack to accompany it, said researcher James Gater.
He added: 'The smooth feel of coffee, is best complemented by furnishings made of quality leather that have a silky feeling against the body, as opposed to something that is rough like wooden chairs or cold like marble tables.
'And in terms of music, the seductive sound of saxaphone jazz best enhances the intense aromas of coffee.
'Ultimately the research found that people consider the coffee moment as a relaxing daily ritual, so an uncomplicated but sophisticated porcelain mug is the perfect way to serve coffee, as opposed to the traditional cup and saucer.'
Taste expert Tristan Stephenson added: 'The way the brain untangles and identifies flavour is a complicated thing and many more factors come into play than just our taste buds.
'Different environments, with different sounds, smells and temperatures all affect the way we perceive the flavour of the liquids we drink and the foods we eat.
'Coffee has a bold taste and a strong smell, so the multi-sensory elements of flavour – such as colour, sound, smell and texture – are all vital to our enjoyment and appreciation of the product.'