This article explores how sound influences the taste experience in beverage service, drawing from both scientific research and personal experience at a Brixton cocktail bar. It delves into the phenomenon of "sonic seasoning," where different sound frequencies can enhance specific taste perceptions, and examines how various venues are implementing sound design to improve customer experience. The piece covers practical applications for venue managers, from curating specific playlists in craft cocktail bars to optimising ambient noise levels in coffee shops, while also sharing insights from real-world experiments that demonstrated how controlled background noise can positively impact customer retention and overall drinking experience.