According to Viora, the nose delivers 75 percent of a drinker’s taste experience of coffee and even more of the taste experience of tea. With the new lid, the actual drink opening sits beneath the nose, while the recessed well leaves some of the drink outside of the cup to release even more aroma. The lid even improves retronasal smelling, which occurs when aroma travels through the pharynx in the back of the mouth to the olfactory membrane. When drinkers purse their lips to suck through the small opening of a conventional lid, it closes the soft pallet and blocks the pharynx. With the Viora Lid, lips stay relaxed, and this problem is removed.