Category
Lifestyle
Assisted Choices
Trend cluster
Category
VR-Enhanced
Tasting
Brands launch product tasting tours with flavor-tracking VR experiences.
5.2
Trend score
Trend
What is the VR-Enhanced Tasting trend?
VR-Enhanced Tasting: 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.
Trend themes
Themes within the VR-Enhanced Tasting trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the VR-Enhanced Tasting trend means for industry
Where the trend changes the playbookFor
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.
For
Alcoholic Beverages
Alcoholic beverage brands are using multi-sensory experiences like virtual reality tastings and immersive events to engage consumers and showcase their products.
For
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.
Workshop question
How can your brand utilize multi-sensory tools as a storytelling technique to engage consumers?
Trend signals
Trend signals for VR-Enhanced Tasting
Trend score 5.2 out of 10, from popularity 75%, activity 72%, freshness 8%.
Popularity75%
Activity72%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the VR-Enhanced Tasting trend
7 featured examples from Jan 29, 2016 to Nov 22, 2017CategoryLifestyle
Ancient VR Cereal Launches
Kellogg’s Ancient Legends Held Tastings Enhanced with Virtual Reality
Companies in the food and beverage industry can create unique marketing campaigns by incorporating traditional or historical ingredients into new products and using immersive tech…
CategoryMarketing
Immersive Tequila Event Tastings
The Art of Patron Event Series Launched in London's Shoreditch
The hospitality and events industry can leverage immersive technologies and curated beverage offerings to create innovative and memorable experiences for guests, enhancing custome…
CategoryLifestyle
In-Store Immersion Pods
The Bompas & Parr 'Taste Pod' Debuted a Thorntons Store in London
The retail industry is embracing in-store immersion experiences to drive customer satisfaction and increase sales.
CategoryUnique
VR Dining Experiments
'Project Nourished' Pairs 3D-Printed Food with Virtual Reality
Restaurants and food companies can use technology to create personalized and interactive dining experiences.
CategoryMarketing
VR Champagne Tastings
Nicolas Feuillatte is Set to Host a VR Tasting Experience
The beverage industry has an opportunity to enhance tasting experiences and create new marketing avenues through the use of virtual reality technology.
CategoryMarketing
Multi-Sensory Cocktail Tastings
The Berkeley's 'Out of the Blue' Features Scent, Sound and Visuals
Incorporating multi-sensory elements into hotel experiences, such as cocktail tastings, to differentiate and attract discerning customers.
CategoryMarketing
VR Whiskey Tastings
'Glenfiddich Virtual Infinity' Transports Tasters to a Scottish Warehouse
Opportunity to enhance the tasting experience for alcohol products, increasing engagement and consumer interest.
