# Multi-Sensory Coffee Tastings Starbucks and Gingerline are Exploring Scent, Taste and Texture By Laura McQuarrie | Published 2017-05-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coffee-tastings References: [eventmagazine](http://www.eventmagazine.co.uk/starbucks-host-cold-coffee-tasting-experience/brands/article/1433385) & [fvr.to](https://fvr.to/m/57366) Conventional coffee tastings usually only focus on flavor as it relates to one's sense of taste, but [Starbucks](https://www.trendhunter.com/trends/delta-3) is teaming up with Gingerline's Institute of Flavourology to offer a much more in-depth look at coffee. At the Cold Craft Coffee Testing Facility, attendees will have the chance to explore the [flavor, scent and texture](https://www.trendhunter.com/trends/texture-is-everything) of Starbucks' [cold craft coffee](https://www.trendhunter.com/trends/starbucks-chilled-range). In the unique, immersive experience, it is described that "Every taste element will be explored in isolation before seeing how they come together to create each coffee’s complex and full bodied flavor." Proceeds from ticket sales for the Gingerline Institute of Flavourology x Starbucks event will go towards Send A Cow, which is an organization that helps to directly support people in the coffee farming communities of Africa. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 48% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Multi-sensory Tastings:** Expanding conventional tastings to include additional senses beyond taste. - **Immersive Experiences:** Creating engaging and unique experiences for customers to interact with products. - **Sensory Science:** Using scientific principles to enhance and explore the sensory experience of products. ### Where This Applies - **Food and Beverage:** Brands can explore multi-sensory experiences to engage customers and differentiate their products. - **Hospitality:** Hotels and restaurants can adopt immersive experiences to enhance the customer experience and create brand loyalty. - **Non-profit:** Organizations can leverage multi-sensory tastings to raise funds and create awareness for their cause. ## Related on Trend Hunter - [Multisensory Gourmand Pop-Ups](https://www.trendhunter.com/trends/cafe-gourmand.md) - [Coffee-Centric In-Flight Experiences](https://www.trendhunter.com/trends/delta-3.md) - [Espresso Martini Flights](https://www.trendhunter.com/trends/espresso-martini-flight.md) - [Immersive Coffee Pop-Ups](https://www.trendhunter.com/trends/ninja-luxe-caf.md) - [Social Experiment Cafes](https://www.trendhunter.com/trends/simply-coffee-caf.md) - [Coffee-Focused Education Programs](https://www.trendhunter.com/trends/2025-educational-programming.md) - [Primitive Coffee Workshops](https://www.trendhunter.com/trends/the-shophouse.md) - [Multi-Sensory Cocktail Bars](https://www.trendhunter.com/trends/bellboy-bar-berlin.md) - [Multi-Sensory Fragrance Destinations](https://www.trendhunter.com/trends/mega-experience-center.md)