Starbucks and Gingerline are Exploring Scent, Taste and Texture
Laura McQuarrie — May 16, 2017 — Marketing
References: fvr.to & eventmagazine
Conventional coffee tastings usually only focus on flavor as it relates to one's sense of taste, but Starbucks is teaming up with Gingerline's Institute of Flavourology to offer a much more in-depth look at coffee.
At the Cold Craft Coffee Testing Facility, attendees will have the chance to explore the flavor, scent and texture of Starbucks' cold craft coffee. In the unique, immersive experience, it is described that "Every taste element will be explored in isolation before seeing how they come together to create each coffee’s complex and full bodied flavor."
Proceeds from ticket sales for the Gingerline Institute of Flavourology x Starbucks event will go towards Send A Cow, which is an organization that helps to directly support people in the coffee farming communities of Africa.
At the Cold Craft Coffee Testing Facility, attendees will have the chance to explore the flavor, scent and texture of Starbucks' cold craft coffee. In the unique, immersive experience, it is described that "Every taste element will be explored in isolation before seeing how they come together to create each coffee’s complex and full bodied flavor."
Proceeds from ticket sales for the Gingerline Institute of Flavourology x Starbucks event will go towards Send A Cow, which is an organization that helps to directly support people in the coffee farming communities of Africa.
Trend Themes
1. Multi-sensory Tastings - Expanding conventional tastings to include additional senses beyond taste.
2. Immersive Experiences - Creating engaging and unique experiences for customers to interact with products.
3. Sensory Science - Using scientific principles to enhance and explore the sensory experience of products.
Industry Implications
1. Food and Beverage - Brands can explore multi-sensory experiences to engage customers and differentiate their products.
2. Hospitality - Hotels and restaurants can adopt immersive experiences to enhance the customer experience and create brand loyalty.
3. Non-profit - Organizations can leverage multi-sensory tastings to raise funds and create awareness for their cause.
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