Brands launch product tasting tours with flavor-tracking VR experiences
Implications - Food and beverage brands are emerging with virtual reality-enhanced tastings incorporated into events in order to positively re-position the product in the mind of the consumer. Often emphasizing the cultivation "journey" that factors into a product's differentiation, such VR uses elevate the sampling experience by providing a multi-sensory element that also functions as product education.
Workshop Question - How can your brand utilize multi-sensory tools as a storytelling technique to engage consumers?
Trend Themes
1. Vr-enhanced Product Tasting - The use of virtual reality technology to enhance product tastings is becoming more popular among food and beverage brands, providing a multi-sensory element that also educates consumers.
2. Immersive In-store Experiences - Brands are using immersive experiences like the Bompas & Parr 'Taste Pod' to meet consumers' desire for more digitally powered in-store value.
3. Multi-sensory Tasting Journeys - Multi-sensory journeys like the Art of Patron event series are providing interactive cocktail tastings that showcase brand products in new and unique ways.
Industry Implications
1. Food & Beverage - The food and beverage industry is using virtual reality technology and immersive experiences to enhance product tastings and provide added value to consumers.
2. Alcoholic Beverages - Alcoholic beverage brands are using multi-sensory experiences like virtual reality tastings and immersive events to engage consumers and showcase their products.
3. Hospitality & Tourism - Luxury hotels and travel destinations are using multi-sensory experiences like The Berkeley's 'Out of the Blue' cocktail tasting to engage guests and provide a unique hospitality experience.
