The vessel's shape influences the smell and taste of cola

People's smell and taste perception is affected by different features of the vessel in which the beverage is served. In this study we focused on the container's shape and we investigated its impact on participants' olfactory and tasting ratings regarding a popular beverage, i.e., cola. We tested 100 healthy participants who evaluated both cola and sparkling water. These two beverages were presented in three different containers: a cola glass, a water glass and a plastic bottle. The results showed the presence of multisensory interactions between the smell and taste of the drinks and the type of vessel in which they were presented. Cola was perceived as more pleasant and intense when served in a typical coca-cola glass as compared to when it was presented in an incongruent container (i.e., water glass or plastic bottle). These results further support the view that our perception is modulated by the shape of the container in which the liquid is presented, strongly influencing the consumer's drinking experience.