ATS Studios, specialized in sound marketing, have created the “Le 5e Sens du Vin” department to give voice to wine productions.
Music-oenologist Caroline Bourjade and composer Marco Busetta worked together to set Beaujolais Nouveau 2021 to music.
The concept, unprecedented, summons up an essential sense, hearing, to taste any wine with the maximum emotional impact.
“One evening, the soul of wine sang in the bottles,” wrote Baudelaire, letting us imagine the melody. Caroline Bourjade and Marco Busetta took him at his word: they set Beaujolais Nouveau to music. Their common concept, Le 5e Sens du Vin, was born in the Lyon studio ATS Studios, specializing in sound marketing. And it was by uncorking the first bottles of Beaujolais Nouveau 2021, Thursday, November 18, that Alain Coulas, director of ATS Studios, announced "the creation of a new profession: music-oenology, which is the alliance between pleasure of wine and pleasure of sound ”.
Caroline Bourjade is therefore the leading music-oenologist in France: a logical alliance for this specialist in music and oenology, who points out “that in these two worlds, we speak of harmony, notes, attack, finale… C ' was our initial intuition to make wine heard ”.
Approaching a wine by hearing
Because wine can be smelled, tasted, and even touched in the mouth.
But hear it?
“Our concept is to stimulate hearing at the same time as the other four senses, to make wine speak in a new, original and striking way,” she explains.
Sound has an impact at the cognitive, physiological and emotional level: it complements the analytical language that we will have of a wine.
"
Glass in hand, we taste Beaujolais Nouveau while listening to the music of Marco Busetta, festive, rhythmic, like what the lively primeur evokes: "Beaujolais is a fruity wine that must remain simple, so the orchestration is simple: a bassoon, a cello, a clarinet which dialogue, details the composer.
To translate the floors, I worked on the rhythm;
for the color of the wine, on the stamps.
And I chose sounds that resemble the frequency of these colors.
"
Tastings and analyzes precede the composition
Le 5e Sens du Vin is the result of a long partnership: Caroline Bourjade went to taste a panel of wines representative of the Beaujolais appellation and visited vineyards to establish "organoleptic profiles and find common characteristics".
She then transmitted her analyzes to Marco Busetta, orally to communicate her emotions.
“Then we exchanged views throughout the creation, to refine the composition and check whether all the elements of the wine can be heard in the music”, specifies the music-oenologist.
“This music that is being revealed today reflects the identity of Beaujolais Nouveau 2021 in general.
"The composer adds:" We also tell the story: these Beaujolais Nouveau come from different terroirs, each plot provokes a different emotion ".
Beaujolais Nouveau 2021 music can be listened to on the ATS Studios website, with or without a bottle: "the interest of a sound cellar", smiles Alain Coulas, "is that it can be consumed without moderation. ".
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