Lidl’s ‘Vino Sensoria’ sensation
Aspiring wine connoisseurs will be treated to a full sensory experience
Print27 November 2024
Lidl’s recent exclusive ‘Vino Sensoria’ pop-up in Dublin invited wine lovers to explore a sensory journey in complete darkness, hosted by master of Wine Richard Bampfield. He caught up with Donna Ahern, to discuss the immersive wine tasting sensation
How does Lidl’s Vino Sensoria tasting in the dark experience enhance the way people perceive and enjoy wine?
Vino Sensoria is all about heightening the senses and removing visual bias. The Discombobulator room is designed to shock and thrill, making participants more aware of their senses, while the Tasting Room removes visual distractions, encouraging focus on the wine’s aroma and taste.
The experience is unique in that it also encourages deeper analysis. Participants are guided to deconstruct the visual appraisal of wines and engage in a scent safari, leading to a deeper understanding of the wines.
Overall, it’s a fun and educational experience: The combination of sensory experiences and expert guidance makes learning about wine enjoyable and memorable.
Tastings in the dark often strips away preconceived notions about price and labels. How do you think this impacts the perception of Lidl’s wine offerings?
Tastings in the dark challenges expectations: People may discover that Lidl’s wines are comparable in quality to more expensive brands. They also highlight value. Tasting in the dark emphasizes the quality of the wine itself, allowing Lidl’s offerings to stand out based on taste alone.
And finally, they reduce bias and eliminating prejudice: Tasting in the dark creates a level playing field, where Lidl’s wines can be judged solely on their merits.
What are the key factors you look for when evaluating wines during a tasting in the dark, and how do Lidl’s selections measure up?
• Essentially, one is assessing the same factors as in an open tasting – but without the preconceptions that might accompany a wine’s colour.
• Balance: A harmonious blend of fruit, acidity, tannin, and alcohol.
• Complexity: Layers of aromas and flavors that evolve on the palate.
• Length: A lingering finish that leaves a pleasant aftertaste.
• Overall quality: The wine’s overall appeal and enjoyment factor. On all criteria, the tasters tend to find that the Lidl wines measure up to the well-known (and pricier) brands.
Lidl focuses on making high-quality wines accessible. How does the Vino Sensoria event highlight the value and quality of their range?
We create a unique and memorable experience: The immersive format elevates the wine tasting experience, making it more engaging and memorable. We showcase expertise. As Lidl’s Master of Wine, the guidance I provide helps add credibility and authority to the event.
The event focuses also on sensory perception: The tasting in complete darkness emphasizes the quality of the wines themselves, allowing participants to discover their favourites without bias.
The event is also a way of reinforcing Lidl’s commitment to accessibility: The event’s affordable ticket price and focus on value align with Lidl’s mission to make high-quality products accessible to everyone
Can you share any memorable moments or standout wines from the Vino Sensoria tasting in the dark experience that surprised or delighted you?
It’s always fun and reassuring to hear the gasps when the identities and prices of the wines are revealed.
But my favourite moment is when the participants emerge into daylight – their expressions and conversation leave no doubt that they feel they have experienced something special, memorable and, ironically, eye-opening!
What advice would you give to consumers attending a tasting in the dark for the first time, especially when exploring Lidl’s wines?
• Come with an open mind: Be prepared for your preconceptions about wine and Lidl’s offerings to be challenged.
• Focus on your senses: Pay close attention to the aromas, flavours, and textures of the wines.
• Ask questions: Don’t hesitate to ask the experts for guidance and information.
• Most importantly, have fun! Tastings and especially in the dark are a great opportunity to learn about wine and discover new favourites in a relaxed and enjoyable setting.
Read more: Lidl unveils ‘Vino Sensoria’ wine tasting experience in Dublin
Related Articles
Dunnes retains top spot as Ireland’s leading grocer →
Fans 0
Followers