REVIEW OF SENSORY INFLUENCES IN WINE MARKETING AND CONSUMPTION

Abstract

This research explores the complexities of wine studies, emphasizing the intricate relationship between grape varieties, terroir, and the chemistry of wine. The study underscores the importance of terroir, which captures the unique combination of soil, climate, and geographical factors that influence the taste and quality of grapes. Additionally, research investigates expertise in the beverage field, highlighting how experience and domain-specific knowledge shape perceptual and cognitive skills. Using databases such as Scopus and Web of Science, a thorough literature review was conducted, leading to the identification of influential articles in the domain of multisensory experience-based wine marketing. The research emphasizes the importance of a holistic sensory experience in guiding consumer behavior and preferences, suggesting that as the wine industry progresses, understanding and capitalizing on these sensory experiences will be crucial