Due to the COVID-19 wineries had to close their tasting rooms to reduce the spread of the virus. Winemakers spotted an opportunity to engage and connect with their customers through virtual wine tastings. In virtual tastings wine enthusiasts can enjoy their favorite drinks and food pairing from the comfort and safety of their home. Based on 25 qualitative in-depth interviews, this study examines how participants perceive virtual tastings and in how far communal consumption experiences are an integral part of these events. Theoretical and managerial implications for wineries are discussed and the 4 E’s framework is applied to create a memorable virtual wine tasting experience.
- 512 Business and Management
- virtual wine tasting
- communal wine consumption
- wine tasting experience
- online experience
Areas of Strength and Areas of High Potential (AoS and AoHP)
- AoS: Competition economics and service strategy - Service and customer-oriented management