# VR-Enhanced Tasting Brands launch product tasting tours with flavor-tracking VR experiences. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Apr 19, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/vrenhanced-tasting ## Key Figures - Trend score: 5.2/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jan 29, 2016 to Nov 22, 2017 - Published: Apr 19, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the VR-Enhanced Tasting trend ### 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. ### 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. ### 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. ## What the VR-Enhanced Tasting trend means for industry ### For 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 for VR-Enhanced Tasting Trend score 5.2 out of 10, from popularity 75%, activity 72%, freshness 8%. - Popularity: 75% - Activity: 72% - Freshness: 8% ## Examples of the VR-Enhanced Tasting trend 7 featured examples from Jan 29, 2016 to Nov 22, 2017. - [Ancient VR Cereal Launches](https://www.trendhunter.com/trends/kelloggs-ancient-legends): Kellogg’s Ancient Legends Held Tastings Enhanced with Virtual Reality (Category: Lifestyle) Implication: 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… - [Immersive Tequila Event Tastings](https://www.trendhunter.com/trends/art-of-patron-event-series): The Art of Patron Event Series Launched in London's Shoreditch (Category: Marketing) Implication: The hospitality and events industry can leverage immersive technologies and curated beverage offerings to create innovative and memorable experiences for guests, enhancing custome… - [In-Store Immersion Pods](https://www.trendhunter.com/trends/thorntons): The Bompas & Parr 'Taste Pod' Debuted a Thorntons Store in London (Category: Lifestyle) Implication: The retail industry is embracing in-store immersion experiences to drive customer satisfaction and increase sales. - [VR Dining Experiments](https://www.trendhunter.com/trends/project-nourished): 'Project Nourished' Pairs 3D-Printed Food with Virtual Reality (Category: Unique) Implication: Restaurants and food companies can use technology to create personalized and interactive dining experiences. - [VR Champagne Tastings](https://www.trendhunter.com/trends/vr-tasting): Nicolas Feuillatte is Set to Host a VR Tasting Experience (Category: Marketing) Implication: The beverage industry has an opportunity to enhance tasting experiences and create new marketing avenues through the use of virtual reality technology. - [Multi-Sensory Cocktail Tastings](https://www.trendhunter.com/trends/cocktail-tasting): The Berkeley's 'Out of the Blue' Features Scent, Sound and Visuals (Category: Marketing) Implication: Incorporating multi-sensory elements into hotel experiences, such as cocktail tastings, to differentiate and attract discerning customers. - [VR Whiskey Tastings](https://www.trendhunter.com/trends/virtual-infinity): 'Glenfiddich Virtual Infinity' Transports Tasters to a Scottish Warehouse (Category: Marketing) Implication: Opportunity to enhance the tasting experience for alcohol products, increasing engagement and consumer interest. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)