Tasting in the Dark: A Multisensory Exploration of Prosecco DOC
For many, wine tasting engages the senses of sight, taste, and smell. But what if we could explore the world of wine beyond these traditional senses? This was the question that Dr. Hoby Wedler sought to answer. Hence, he curated the “Tasting in the Dark” event. During Milan Design Week 2024, Prosecco DOC hosted this innovative event with Dr. Wedler on April 18th at Terrazza Prosecco, located within the House of Mediterraneo in Milan.
Dr. Wedler, a renowned chemist and entrepreneur, spearheads innovative product development in the food and wine sector. He is committed to dedicating his entrepreneurial approach to continued social progress. Blind since birth, Dr. Wedler has earned widespread recognition for his efforts in the field of inclusion. He has received various accolades, such as being named among the ‘Champions of Change’ by President Barack Obama, being featured in Forbes’ ‘ 30 Under 30,’ and earning a place in Wine Enthusiast’s’ 40 Under 40′ list.
The fully blindfolded multisensory and immersive wine-tasting experience, “Tasting in the Dark” was organized by the Prosecco DOC Consortium together with Dr.Wedler.
During the event, the guests took on a journey through the senses that went beyond sight, stimulating touch and smell with different materials and essences for a deeper and more memorable understanding of the unique qualities of each wine.
Five expressions of Prosecco DOC included in a multisensory kit were the stars of the tasting -Piera 1899 Prosecco DOC Rosé Brut Nature, Masottina Prosecco DOC Brut Nature, La Marca Prosecco DOC Rosé Extra Dry, La Jara Prosecco DOC Dry and De Stefani Prosecco DOC Frizzante -. The kit engaged participants in a journey through the senses that went beyond sight, stimulating touch and smell with different materials and essences for a deeper and more memorable understanding of the unique qualities of each wine. Emotitech, an innovative design studio specializing in creating products and experiences through a unique blend of sensory science and affective technology, developed this kit.
The tasting experience fitted perfectly into Milan Design Week. This wine experiece offered guests a reflection on the importance of integrating the senses in exploring food and beverages. Wedler’s unique approach to sensory design, combined with the innovative use of bioresin and other natural materials in the tasting kit, enriched the sensory experience. Moreover, promoted a more intimate and meaningful connection with Prosecco DOC, celebrating the sensory richness these beverages can offer.
The “Tasting in the Dark” event is much more than a traditional wine tasting. It is an immersive experience that can alter how people perceive and value wine. The event teaches individuals to use their senses to discover new pleasures and insights in the wine world. It encourages people to reawaken their senses and explore new dimensions of wine appreciation. Dr. Wedler’s innovative approach to wine exploration has created exciting new opportunities to experience and enjoy Prosecco DOC.
As a passionate Prosecco lover, I always seek new and exciting ways to experience this delightful beverage. Hence, I hope we can experience Tasting in the Dark in other parts of the world. Learn more about Prosecco DOC at https://www.casaprosecco.com
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