All posts filed under: marketing

Are sensory descriptors a tasting room turn-off?

A Cornell University study suggests that including sensory descriptors on tasting sheets can reduce sales in the tasting room. Contrary to popular belief – and the results of previous wine and food studies – including sensory descriptors in tasting room col­lateral materials may not increase wine sales. Spurred by the lack of research available about the effect sensory descriptors have on con­sumer choice when used in con­junction with product samples, researchers at Cornell University looked to winery tasting rooms in New York for answers. According to Miguel I. Gómez, the Ruth and William Morgan Assis­tant Professor at Cornell’s Dyson School of Applied Economics and Management, who conducted the study in conjunction with graduate student Marin Shapiro, “The study has raised the issue with tasting room managers that certain kinds of information may work better than others.” Gómez has presented the work before industry and busi­ness audiences on the East Coast and noted that tasting room manag­ers there have begun experiment­ing with their tasting notes to see what effect those modifications have on sales. The study, …

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