Understanding wine as a sensory, emotional, and cognitive experience to promote and communicate conscious consumption
Abstract
In the complex scenario that the wine industry and its promotion are currently facing, this research proposes a theoretical expansion of the traditional model used to understand the wine experience, namely the classic sensory, emotional and cognitive triad, moving toward a multidimensional approach that also incorporates cultural, symbolic and contextual dimensions in order to comprehend the conscious experience. Based on an interdisciplinary theoretical framework that includes contributions from neuroscience (Damasio, 2022; Shepherd, 2017), sensory anthropology (Howes, 2003), and experience design (Desmet and Hekkert, 2007; Schmitt, 1999), this study argues that wine is not merely a beverage, but a complex, subjective experience, imbued with meaning and shaped by our culture and context.This research aims to understand this complex and subjective experience, which will be key to communicating wine in a meaningful and conscious way, especially in light of the current challenges faced by the wine sector. In this sense, the concept of conscious consumption is introduced as a communicational and pedagogical horizon, rooted in an attentive, reflective way of drinking that is connected to the origin of the wine, its impact and its symbolic value. This approach allows for a redefinition of the consumer’s relationship with wine, encouraging informed, sensitive decisions anchored in the surrounding culture.The proposed approach is presented as both a conceptual and practical tool for designing communication, education and consumption strategies that integrate pleasure, knowledge, memory, emotion and belonging. In this way, the conscious wine experience is positioned not only as the result of sensory analysis, but as a consumer-centered, multidimensional and interdisciplinary model for promoting wine consumption.
DOI:
Publication date: 22/09/2025
Issue: 46th World Congress of Vine and Wine
Type: Oral
Authors
1 Universidad Nacional Andrés Bello, Chile