It is a familiar scenario. You get back from holiday clutching bottles of wine that tasted delicious in a Stellenbosch vineyard, only to find the flavour has mysteriously vanished.
Researchers at Oxford University believe they know why.
Wine tastes different depending on the conditions in which it is drunk, with light and sound affecting how fresh, fruity, bitter or acidic the drink is perceived.
Charles Spence, professor of experimental psychology at Oxford University, believes the discovery could change how bottles are labelled.
In future, labels may also include advice such as "drink while listening to classical music" or "best served after dark".
''We've all been in that situation where you bring a bottle of wine back from holiday and you excitedly open it with friends, only to find it doesn't taste anything like you remember," he said.
"Of course, the wine is still the same. The only thing that has changed is your environment.
"Maybe wait for a sunny afternoon, or drink it on a warm summer's night. Change the music so it recreates the ambience. It will all help recapture the wine you remember."
Spence, who helped chef Heston Blumenthal develop some of his multi-sensory dishes, believes the current taste for neutral colour schemes in homes could be making wine taste more bland.
"At home, where do people drink the most wine? In the kitchen and living room, which tend to be painted white or cream.
"If people love their wine, they should probably be thinking of injecting colour into their lives at every available opportunity." - ©The Daily Telegraph
Jackie May's Year of Wine returns next week
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