Sitting at home on a luxurious leather chair and using a porcelain mug is the most satisfying way of drinking a cup of coffee, a new study reveals.
Sensory experts MMR Research Worldwide conducted the scientific research on British coffee drinkers for the launch of new Carte Noire Instinct.
It found that drinking at home was better than a trendy but eventually unsatisfying coffee shop experience with uncomfortable wooden chairs and tables.
China cups and saucers may be fine for tea but for coffee, a good porcelain mug is best while sitting on a luxurious leather seat, the Daily Mail reported.
The researchers suggested turning off the pop music on the radio or the banter of daytime TV and listen to jazz - especially if it includes a saxophone.
Traditional Victoria Sponge instead of fancy flapjacks or muffins was found to be the perfect accompaniment.
According to researcher James Gater, that is because a full flavoured coffee needs a lighter snack to accompany it.
And a deep purple decor helps relax the drinker too - a far cry from the kind of modern surroundings, bright lights and loud music of a number of coffee shop environments.
"The smooth feel of coffee, is best complemented by furnishings made of quality leather that have a silky feeling against the body, as opposed to something that is rough like wooden chairs or cold like marble tables," Gater said.
"And in terms of music, the seductive sound of saxaphone jazz best enhances the intense aromas of coffee.
"Ultimately the research found that people consider the coffee moment as a relaxing daily ritual, so an uncomplicated but sophisticated porcelain mug is the perfect way to serve coffee, as opposed to the traditional cup and saucer."
Taste expert Tristan Stephenson asserted that the way the "brain untangles and identifies flavour is a complicated thing and many more factors come into play than just our taste buds."
"Different environments, with different sounds, smells and temperatures all affect the way we perceive the flavour of the liquids we drink and the foods we eat.
"Coffee has a bold taste and a strong smell, so the multi-sensory elements of flavour - such as colour, sound, smell and texture - are all vital to our enjoyment and appreciation of the product," Stephenson added.