WAC 2022 banner
IVES 9 IVES Conference Series 9 WAC 9 WAC 2022 9 2 - WAC - Oral presentations 9 Multisensory experiential wine marketing

Multisensory experiential wine marketing

Abstract

Interest in the pairing, or matching, of wine with music goes way back, with commentators initially using musical metaphors merely to describe the wines that they were writing about. More recently, however, this has transformed into a growing range of multisensory tasting events in which wine and music are deliberately paired to assess, or increasingly to illustrate, the impact of the latter on people’s experience of the former. Initial isolated small-scale and often anecdotal reports of music changing the taste of wine have since evolved into numerous large-scale experiential, and often experimental, events. The results of the latter (at least those that make it into print) typically demonstrate the robustness, not to say ubiquity, of such crossmodal effects. It is no exaggeration, therefore, to suggest that the explosive growth of such events is revolutionizing wine marketing. In this talk, I want to take a closer look at this emerging field of research, considering how the insights from such events are increasingly starting to influence experiential wine marketing, not to mention in-home consumption, often via sensory apps. In order to stay relevant to today’s and, perhaps more importantly, tomorrow’s, wine consumers, the wine marketers will need to ride the experiential multisensory wave that is currently sweeping through the drinks industry.

DOI:

Publication date: June 13, 2022

Issue: WAC 2022

Type: Article

Authors

Charles Spence

Presenting author

Charles Spence – Crossmodal Research Laboratory, Oxford University, UK

Tags

IVES Conference Series | WAC 2022

Citation

Related articles…

Using combinations of recombinant pectinases to elucidate the deconstruction of the polysaccharide‐rich grape cell wall during winemaking

The effectiveness of enzyme-mediated maceration processes in red winemaking relies on a clear picture of the target (berry cell wall structure) to achieve the optimum combination of specific enzymes to be used. However, we lack the information on both essential factors of the reaction (i.e. specific activities in commercial enzyme preparation and the cell wall structure of berry tissue). In this study, the different combinations of pure recombinant enzymes and the recently validated high throughput cell wall profiling tools were applied to extend our knowledge on the grape berry cell wall polymeric deconstruction during the winemaking following a combinatorial enzyme treatment design.

Volatile Organic Compound markers of Botrytis cinerea infection in artificially inoculated intact grape berries

The addition of partially dehydrated grapes to enrich must composition for producing complex dry/sweet wines represents a traditional practice in several regions of the world. However, the environmental conditions of dehydration chambers may facilitate the infection of Botrytis cinerea Pers. by promoting disease and provoking large grape losses. B. cinerea attack can induce alterations in the profile of volatile organic compounds (VOCs), which could be detected by sensors specifically trained to detect infection/disease-related compounds. These sensors could facilitate the early detection of the infection, consequently allowing to adjust some dehydration parameters.

Lactic acid bacteria: A possible aid to the remediation of smoke taint?

With climate change, the occurrence of wildfires has increased in several viticultural regions of the world. Subsequently, smoke taint has become a major issue, threatening the sustainability of the wine industry.

Vineyard management practices to reduce sugar content on ‘Monastrell’ grapes

Climate change is resulting in more dry and hot summers, accelerating grape ripening and increasing berry sugars concentration. This results in wines with a higher alcohol content, which has a negative impact on wine quality, as well as, on consumer health. Agronomic practices that minimize these effects on berry composition and, consequently, on wine quality must be defined. In this work, different management practices have been assessed on rainfed ‘Monastrell’ grapevines in Jumilla (Murcia, Spain) from 2021 to 2023 vintages. Mulching, shading, application of kaolin and different types of pruning were evaluated, among others field adaptation practices.

Oligosaccharides from Vitis vinifera grape seeds: a focus on gentianose as a novel bioactive compound

AIM. Grape seeds (Vitis vinifera) are among the main constituents of grape pomace, also exploited in ingredients for nutraceutics and cosmeceutics, particularly regarding the phenolic fraction. The macromolecules of grape/wine include polyphenols, proteins and polysaccharides.