Abstract
The existing multisensory literature suggests that the combination of the different human senses in a controlled fashion during food/drink experiences can provide more enjoyment to consumers. The present research reviews recent literature relating multisensory perception with wine experiences, focusing on the interaction of the five basic senses (taste, smell, vision, touch, and sound). This is mostly being assessed from a perceptual and behavioral consumer perspective. Here, the authors report different ways in which such interactions across these senses can affect the way a wine is experienced, prior to, during, and even after tasting. The authors finish this literature review by providing some insights in the context of wine and food pairing, while also generally reflecting on potential future work. These insights may be inspirational for a diverse group of organizations working with wine. Based on such multisensory approaches, it may be possible to bring unforeseen sensations to the different wine experiences, while at the same time stressing particular sensory and/or emotional attributes.
Highlights
Drinking wine is among the most complex multisensory experiences, where all of the senses tend to be activated [1]
In this narrative literature review, the authors reflect on the importance of multisensory perception during what could be regarded as the consumer journey while experiencing wine
This study suggested that glass shape, and in particular the cuppa-diameter and cuppa-opening ratio, can affect how intense a wine’s flavor is perceived
Summary
Drinking wine is among the most complex multisensory experiences, where all of the senses tend to be activated [1]. For a more precise understanding of the way a consumer experiences wine, it is crucial to consider how the senses interact prior to, during, and even after the wine tasting experience itself (e.g., with the latter potentially affecting the purchase intention, and/or willingness to pay for a food/drink product) In this narrative literature review, the authors reflect on the importance of multisensory perception during what could be regarded as the consumer journey while experiencing wine. The authors go over this multisensory literature related to wine, focusing on the interaction of four of the basic senses with the perception of a wine’s taste (see Section 2 on smell, Section 3 on sight, Section 4 on touch, and Section 5 on hearing) This is mostly assessed from a perceptual and behavioral consumer perspective. It may be possible to bring unforeseen levels of combined sensations to the different wine experiences, while stressing particular sensory and/or emotional attributes that such organizations may be looking for to deliver
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