Use of synaesthesias and informal consumer communities in empowering wine consumers

• Main Author: Buxton, Ian
• Format: Dissertation
• Language: English
• Published: University of Cape Town 2016
• Subjects: Wine Business Management
• Online Access: http://hdl.handle.net/11427/16398

Includes bibliographical references. === A three phase investigation into the utility of wine consumer opinion as a viable source of information to wine consumers in South Africa. The research demonstrates that existing marketing and expert opinion is inappropriately constructed, using paradigms that are overly simplistic or language that is not valued by consumers. The paper further investigates the use of visual representations of wine to communicate the "tasting notes" of consumers, providing a first access trigger which can be quickly and accurately interpreted into an assessable taste for the wine. Lastly it examines the benefits of using consumers to provide narrative reviews of the wine, in whatever terms they choose, to represent the consumption experience of the wine.