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# Festive Blind Wine Tastings
Lidl is Hosting a Wine Tasting in the Dark for the Holidays

By Laura McQuarrie | Published 2019-10-29 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/tasting-in-the-dark
References: [campaignlive](https://www.campaignlive.co.uk/article/lidl-opens-christmas-themed-wine-bar-dont-worry-its-next-month/1663432)

Lidl is hosting a [wine tasting](https://www.trendhunter.com/trends/wine-bouquet-tasting-experience) in the dark this holiday season within its Christmas-themed wine bar called [Lidl Chateaux Noir](https://www.trendhunter.com/trends/turkey-wine). To inspire consumers to pick a bottle of wine by relying on more than just what they can see on a bottle, Lidl is creating a unique way for people to experience wine like never before as part of this blind tasting.

The experience at Lidl Chateaux Noir unfolds within a "discombobulation chamber," which boasts a wild design that's full of candy cane-like stripes that are designed to confuse the senses. Beyond this, within the [Cellar Noir](https://www.trendhunter.com/trends/cognac-frapin), guests will be served wine by waiters sporting night-vision goggles before emerging into the Salle de Noel, complete with holiday trees, cheeseboards and mince pies.

## Trend Insights (Trend Hunter)

- Score: 4.9/10
- Popularity: 75% | Activity: 63% | Freshness: 9%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking)

## Key Themes

### Why This Trend Is Growing

- **Blind Wine Tastings:** Hosting blind wine tastings can provide a unique and immersive experience for wine enthusiasts, encouraging them to rely on their senses and discover new flavors.
- **Discombobulation Chambers:** Creating disorienting environments, like the discombobulation chamber, can offer an innovative way to engage customers and enhance their sensory experiences.
- **Night-vision Waiters:** Employing night-vision goggles for waiters expands the theatricality of wine tastings and adds an element of surprise and intrigue for participants.

### Industries Being Reshaped

- **Retail:** Retailers can explore hosting blind wine tastings and creating unique environments to attract customers and enhance their shopping experiences.
- **Hospitality:** Hotels, bars, and restaurants can incorporate blind wine tastings and discombobulation chambers to offer memorable experiences and differentiate themselves from competitors.
- **Food and Beverage:** The food and beverage industry can adopt the concept of night-vision waiters to create immersive dining experiences that surprise and delight customers.

## Related on Trend Hunter

- [Turkey-Focused Rosé Wines](https://www.trendhunter.com/trends/turkey-wine.md)
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- [Global Wine Tasting Kits](https://www.trendhunter.com/trends/january-tasting-experience.md)
- [Wine-Filled Holiday Crackers](https://www.trendhunter.com/trends/wine-tasting-cracker.md)
- [Overlooked Wine Bottle Experiences](https://www.trendhunter.com/trends/an-a-to-z-di-vini-divini.md)