Multisensory experiences and technology in the context of wine experiences

Abstract

In the context of the experience economy, multisensory experiences have certainly received growing attention and interest from both researchers and practitioners to guide the design and management of experiences. Importantly, multisensory experiences are increasingly influenced and transformed by a number of technologies such as those in extended reality (e.g. AR, VR), IoTs, Web 3.0, and multisensory technologies. Here, we present a brief review of how multisensory experiences and these new technologies are shaping the way in which we understand, conceive, and design wine experiences. Whilst many examples of multisensory experiences and wine can be found in research, most of the technology-related examples are observed in industry initiatives. As such, more academic research will be needed to clarify when and how specific technologies might be the right experiential tools in the context of wine experience design. Our article ends with some ethical reflections about the implications of both multisensory experiences and technology.