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Submit a Manuscript to the Journal
Journal of Wine Research

For a Special Issue on
Multisensory Technology in the Wine Industry: Where the Senses Meet Technology

Manuscript deadline
30 April 2023

Cover image - Journal of Wine Research

Special Issue Editor(s)

Dr Patrick van Esch, Kennesaw State University
[email protected]

Professor Charles Spence, University of Oxford
[email protected]

Yuanyuan (Gina) Cui, Auckland University of Technology
[email protected]

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Multisensory Technology in the Wine Industry: Where the Senses Meet Technology

Due to advances in technology, the landscape for the wine industry has been evolving rapidly. From wine tracking using QR codes to smart decanters, technology has not only influenced what we have in the glass, but how we drink.

Without a doubt, the environment we drink in, and the different sensory experiences combined, substantially affect how consumers engage in sensory perception processing (Auvray & Spence, 2008; Spence, Velasco, & Knoeferle, 2014). When consuming wine, consumers often use the visual, auditory, haptic, tactile, gustatory, and/or olfactory components in forming their perceptions (Motoki, Pathak & Spence, 2022; Van Esch, Heller, & Northey, 2019). As wine is rarely drunk in isolation from the sensory experiences, wine growers and retailers have introduced technologies in the wine industry to facilitate a more sensorily-enriched wine consumption experience (Martins, Gonçalves, Branco, Barbosa, Melo, & Bessa, 2017; Spence, 2019; Wen & Leung, 2021). Nevertheless, with the dynamic shift in the wine marketplace, many intriguing questions naturally surface. Can the different technologies really curate consumers’ multisensory experiences when deciding to consume wines? What sensory elements in consumers’ wine consumption can, and cannot, be influenced by multisensory technologies? Will multisensory technologies re-shape the future of the wine industry?

The purpose of this special issue is to encourage cutting-edge, thought-provoking research that challenges/informs our understanding of how multisensory technologies affect how consumers experience wine consumption, whether it be consumers’ own multisensory experiences in technology-oriented wine consumption, or their receptiveness towards multisensory experiences created by wine manufacturers and/or retailers. We define multisensory technologies via an overarching lens, depending on how academics, the society and the wine industry capitalize on technological advancement to optimize consumers’ sensory experience. We seek submissions that look at a myriad of technologies, and offer some potential (not binding) areas of emerging technologies, including:

 Multisensory Technologies:

  • Blockchain
  • NFTs, Web 3.0, and the Metaverse
  • Artificial intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR)
  • Holography and other digital signage
  • E-certificates, E-authentication, and E-tracking.

Our goal with this special issue is to advance our knowledge of the impact of technologies in re-shaping consumers’ visual, auditory, haptic, tactile, gustatory, and/or olfactory components in modulating their wine consumption experiences. Topics of interest for this special issue include, but are not limited to:

Multisensory Marketing:

  • How do different senses (e.g., visual, auditory, haptic, tactile, gustatory, and/or olfactory) in both, online and offline settings affect consumers’ wine consumption?
  • Specifically, how can audition be taken more seriously in online settings – to not limit research to stimuli that relate only to vision but, instead, to explore the full capacity of using stimuli that relate to all senses (Damen, van Hest, & Wernaart, 2021)?
  • Specifically, how can we help to further develop the effective use of sound stimuli in new forms of sensory marketing, such as virtual reality and other digital experiences in the marketing and sales context?
  • Specifically, how can auditory stimuli in general, but more specifically music, be used to influence consumer wine consumption behavior in online marketing?

Wine Consumption:

  • What are the foundations (affective vs. cognitive) for multisensory technologies to affect consumers’ wine consumption experiences (Pelegrín-Borondo, Olarte-Pascual, & Oruezabala, 2020)?
  • Are there systematic differences in the effect of multisensory technologies on different senses (e.g., sight, touch, smell, taste, and hearing)?
  • Are multisensory technologies universally effective for every consumer? If not, what are the indicators, both situational and chronic, that predict their effectiveness?
  • Do individual difference factors play a role in the way consumers respond to multisensory technologies in the wine industry? Some examples include: The Big Five personality traits (extraversion, agreeableness, openness, conscientiousness, and neuroticism), sensory processing sensitivity, political partisanship and orientation, culture, age, education, and gender.

Consumer Well-being:

  • How do multisensory technologies affect consumer well-being?
  • Are there any unintended consequences of multisensory technologies?
  • What do multisensory technologies impact the way consumers respond to non-alcoholic wine (Pickering, 2000)?
  • Are multisensory technologies better suited to influence some sensory aspects compared to others?
  • How can multisensory technologies curb maladaptive alcohol consumption?

Implications for Consumer Socialization:

  • How do multisensory technologies influence consumers’ social drinking?
  • Is it possible to utilise multisensory technologies in group/social settings?
  • What are the implications of technology-oriented wine consumption on consumers’ social status?

Future of the Wine Industry

  • Can a Metaverse vineyard evoke multisensory experiences?
  • How does virtual tasting affect consumers’ wine enjoyment and satisfaction?
  • How do AI wine critics affect consumers’ perceived taste of wine?

We look forward to receiving rigorous conceptually and practically relevant research that offers novel insights about multisensory technologies in the wine industry. We welcome submissions either using empirical approaches (e.g., experimental, qualitative, and econometrics) or focus on conceptual development in this field.

Submission Instructions

How to submit your manuscript:

  • Full-length journal papers for the Special Issue are to be submitted through the Journal of Wine Research(JWR) submission system and will undergo a similar review process as regularly submitted papers. Submission for the Special Issue begin 1stJanuary 2023, with the final deadline for submission being 31st March 2023.
  • Questions pertaining to the Special Issue should be sent to the Guest Editors. Papers must be formatted in accordance with the Journal of Wine Research (JWR) style sheet.
  • All papers will be double-blind reviewed. Post-review, the Guest Editors will propose a list of publishable papers for consideration by the Editor of the Journal of Wine Research (JWR) – their agreement will be required prior to notifying Authors of final acceptance.
  • The anticipated publication date is 2023.


Journal of Wine Research:


Journal of Wine Research – instructions for authors:


Instructions for AuthorsSubmit an Article

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