Multisensory analysis and wine marketing: systematic review and perspectives

Purpose – This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies. Design/methodology/approach – This paper is based on a systematic review of literature conducted on peer-reviewed journals. Findings – Results highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones. Originality/value – The paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.