WMC19 Lightning Talk: Marcell Kustos | Penfolds Magill Estate Restaurant | The Wine Tasting ‘Experience’

This is the opportunity to hear from your fellow attendees. We will have eight speakers, each of whom will have five minutes to present on a subject that is near to his or her heart. The catch is each speaker has to use 20 slides that are set to auto-rotate every 15 seconds, which keeps the talks fast and fun.

2. The wine tasting “experience” Marcell Kustos PhD
3. Wine tasting at cellar doors
4. Wine tasting at cellar doors “…a tasting room with a fancy vineyard view may no longer be enough.”
5. How are flavours perceived? Sight Colour
6. How are flavours perceived? Smell Taste Sight Colour
7. How are flavours perceived? Smell Taste Trigeminal Perceived flavour Texture - body - effervescence - astringency Temperature - Spicy heat - Alcohol Sight Colour
8. How are flavours perceived? Smell Taste Trigeminal Memories Emotions Perceived flavour Texture - body - effervescence - astringency Temperature - Spicy heat - Alcohol Sight Colour Proust’s Madeleine (1907)
9. How are flavours perceived? Smell Taste Trigeminal Memories Emotions Perceived flavour Texture - body - effervescence - astringency Temperature - Spicy heat - Alcohol Sight Colour Proust’s Madeleine (1907)
10. Tasting “experience” • Engaging senses (unconscious) • Immersive • Evokes emotions • Memorable experiences
11. Applications at cellar doors… Light?
12. Applications at cellar doors… Textures/Touch
13. Applications at cellar doors… Textures/Touch
14. Applications at cellar doors… Sound/Music VS
15. Food and wine pairing Increasing tendency But…. Does it work???
16. Food and wine pairing Appropriate pairings Liking Complexity Positive emotions Memorability Loyalty
17. Food and wine pairing Appropriate pairings Liking Complexity Positive emotions Memorability Loyalty
18. Food and wine pairing Appropriate pairings Liking Complexity Positive emotions Memorability Loyalty Expected price to pay +21%
19. Food and wine pairing Appropriate pairings Liking Complexity Positive emotions Memorability Loyalty Excellent tool to promote: • Positive word-of-mouth • Regional typicality • Emerging varieties
20. WINE EXPERIENCE LAB Published in Australian and New Zealand Grapegrower and Winemaker, (661), 75. Goodman, S., Kustos, M., & Bastian, S. (2019). The wine tasting'experience Marcell Kustos PhD marcell@winexplab.com www.winexplab.com @winexplab
21. Marcell Kustos PhD marcell@winexplab.com www.winexplab.com @winexplab Thank You! WINE EXPERIENCE LAB