More than what’s in your wine glass…

Professor Joy (I am not making this up!) and team from the University of British Columbia assessed “a number of items including the material features of the winery and the sensorial theme, such as music and lighting. They took note of everything including the landscape, architecture, views from the windows, layout of the store and the physical space of the tastings. Even the social interaction between staff and customers was considered. Each of these elements are subjectively perceived and work together in the cocreation of ‘affective atmospheres’ that are central to the success of a winery,’ [Joy] explains. . . . ‘Not only is the experience influenced by the aesthetics of the winery, the service received and the wine itself, but also by differences between novices, experts and enthusiasts’ [quote attributed to Joy]. . . [Joy] suggests the findings highlight the importance of a holistic approach to achieving consistency across material features, sensorial modalities and social interactions of a winery.”  This study is published in the Journal of Retailing.

“Winery Experiences Affected By More Than What Is in Your Glass.”  2023. Press release, The University of British Columbia, https://news.ok.ubc.ca/2023/07/19/winery-experiences-affected-by-more-than-what-is-in-your-glass/