Abstract The pairing of wine with music goes back a long way, starting out with commentators at first merely just using musical metaphors in order to describe the wines they were writing about. In recent years, however, this area of interest has morphed into a growing range of multisensory tasting events in which wine and music are paired deliberately in order to assess, or increasingly to illustrate, the impact of the latter on people’s experience of the former. Initial isolated small-scale and often anecdotal reports of music supposedly changing the taste of wine have since evolved into large-scale experiential, experimental, events. The results of the latter typically demonstrate the robustness, not to say ubiquity, of such crossmodal effects. It is no exaggeration to suggest that the explosive growth of such events is, in some markets at least, starting to revolutionize the marketing of wine. In this article, I review this emerging field of research. I consider how the insights gained from such events are now starting to influence experiential marketing, not to mention in-home consumption, often via sensory apps. In order to stay relevant to today’s and, perhaps more importantly, tomorrow’s, wine consumers, the marketers of wine really need to ride the experiential multisensory wave that is currently sweeping through the (alcoholic) drinks industry.

中文翻译：

---

多感官体验式葡萄酒营销

摘要 葡萄酒与音乐的搭配由来已久，最初的评论家只是使用音乐隐喻来描述他们所写的葡萄酒。然而，近年来，这个感兴趣的领域已经演变成越来越多的多感官品酒活动，在这些活动中，葡萄酒和音乐被有意配对，以评估或越来越多地说明后者对人们对前者体验的影响。最初孤立的小规模和经常传闻的音乐据说改变了葡萄酒的味道，后来演变成大规模的体验式、实验性事件。后者的结果通常证明了这种交叉模式效应的稳健性，而不是无处不在。可以毫不夸张地说，至少在某些市场，此类事件的爆炸性增长是 开始彻底改变葡萄酒的营销方式。在本文中，我回顾了这个新兴的研究领域。我认为从此类事件中获得的见解现在如何开始影响体验营销，更不用说家庭消费，通常是通过感官应用程序。为了与今天，也许更重要的是，与明天的葡萄酒消费者保持联系，葡萄酒营销人员确实需要驾驭目前席卷（酒精）饮料行业的体验式多感官浪潮。