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

Abstract

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.