LE VIN RÉVÉLÉ PAR LES SENS

Abstract

What is the best way to creatively launch a wine? The aim is to develop a new approach in order to guide the target group in an emotional and multi-sensorial discovery of wine. This methodology was developed thanks to a multidisciplinary concept combining sensory evaluation with marketing. If sensorialisation is largely used today at the point-of-sale to stimulate sales, it is still underutilized to “give direction” to an event. The article describes the methodology of hedonic survey used as a work basis, as well as the recording of the observations of visual, auditory and tactile stimuli.