Why does the same beer taste incredible in one place and completely different somewhere else?

Professor Charles Spence has spent decades answering that exact question. As one of the world's leading researchers in sensory psychology, his work has influenced chefs, breweries, restaurants and hospitality brands around the world. Together with Jennifer Hauke, they explore why our brains experience beer long before we ever take the first sip.

From iconic English pubs and Guinness' multisensory design philosophy to music pairing, glassware, aroma, expectation and hospitality psychology, this conversation reveals how every detail shapes the guest experience.

Whether you own a brewery, manage a bar, work in hospitality or simply appreciate great beer, you'll never look at a pint the same way again.  ...