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Your environment - what you see, hear, and smell - can trick you into believing that the taste and flavour of a glass of alcohol has changed, a new study has found.

In an experiment researchers found that participants' ratings of the smell, taste and flavour of a whisky changed by ten to twenty per cent depending on the environment they were drinking it in.

Manipulating people's senses with environmental triggers can have a significant effect on the taste of whisky, they concluded.
Via: Fast co design
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This year alone, 29,500 individually designed beer labels have been submitted for approval to the Trade Department's Tax and Trade Bureau. And every single one of those label designs was approved or denied by a single man: Kent "Battle" Martin, a man who is the bane of the beer industry for his power to reject labels for the flimsiest of reasons.


Here are a few of the reasons:

Battle has rejected a beer label for the King of Hearts, which had a playing card image on it, because the heart implied that the beer would have a health benefit.

He rejected a beer label featuring a painting called The Conversion of Paula By Saint Jerome because its name, St. Paula's Liquid Wisdom, contained a medical claim--that the beer would grant wisdom.

He rejected a beer called Pickled Santa because Santa's eyes were too "googly" on the label, and labels cannot advertise the physical effects of alcohol. (A less googly-eyed Santa was later approved.)

He rejected a beer called Bad Elf because it featured an "Elf Warning," suggesting that elves not operate toy-making machinery while drinking the ale. The label was not approved on the grounds that the warning was confusing to consumers.
Via: NY Daily News
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If you read that headline and thought "I bet this happened in Florida," then congratulations! There's a milkshake for you in the fridge as a prize. Go ahead, check it! A choice quote from the story:

The deputies searched Mitchell and fount 23 grams of marijuana hidden under his fat. Police also found a handgun in the middle console and $7,000 in cash stuffed in a tube sock. The suspects tried to hide the smell of drugs with carpet freshener and scented dryer sheets, but that didn't work.