Multisensory technology in the wine industry: where the senses meet technology

Yuanyuan Gina Cui · Patrick van Esch · Charles J. Spence

13 citations0/0 files storedJournal of Wine Research

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Advances in technology have brought about transformative changes in the wine industry, leading to a convergence of multisensory perception and technological innovation.This special issue explores the intersection of multisensory experiences and technology within the context of the wine industry, examining the impact that various digital technologies have had on sensory engagement, consumer behavior, and the vinicultural landscape.From augmented reality (AR) wine label experiences to smart decanters and aroma simulators, technology is reshaping the way in which consumers perceive, interact with, and appreciate wine.The research curated in this special issue investigates how multisensory technologies influence consumers' wine consumption experiences by enhancing their visual, olfactory, gustatory, tactile, and auditory sensations.Additionally, it explores some of the implications of multisensory digital technology on wine production, marketing strategies, and brand storytelling.By examining the dynamic interplay between sensory perception and technological innovation, this special issue offers insights into the evolving nature of the wine industry and the potential for multisensory digital technologies to redefine the future of wine consumption.

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References

2018Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience 2019Wine tourism: a multisensory experience 2020Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions 2018Status Games: Market Driving through Social Influence in the U.S. Wine Industry 2017“I like the sound of that!” Wine descriptions influence consumers' expectations, liking, emotions and willingness to pay for Australian white wines 2018Multisensory experiential wine marketing 2020Value co-creation and value co-destruction through interactive technology in tourism: the case of ‘La Cité du Vin’ wine museum, Bordeaux, France 2022The Experience Economy in a Wine Destination—Analysing Visitor Reviews

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