Lidl Launches Wine-Tasting Experience
German grocery retailer Lidl is helping its customers understand more about wine with its new UK-based multisensory tasting experience, called Lidl Chateaux Noir, which takes place partly in the dark to maximise taste sensations.
Guided by Lidl's UK-based Master of Wine Richard Bampfield, guests are led through three rooms, all designed to play with the senses. The first is a ‘Discombobulation Chamber’, a candy-striped space that throws off the senses with visual tricks of scale. Participants then enter a pitch-black room where they are served eight wines by waiters wearing night-vision goggles, accompanied by a commentary from Bampfield. The final room, called ‘Salle de Noel’, is a festive wonderland decked out with Christmas trees, mince pies and cheeseboards.
The pop-up, which sold out within six hours, appeared in Manchester, London and Glasgow in November 2019, and cost £4 ($5.15) each. All proceeds were donated to UK children’s charity NSPCC.
Bampfield said: “We want to encourage visitors to see if they can identify a wine’s quality in a completely new setting – using darkness to dispel common prejudices that come with buying wine. This is a unique opportunity to forget everything you thought you knew about wine and come and challenge your senses with us.”
The initiative follows the launch of Lidl’s Digital Wine Sommelier – another strategy designed to engage with younger, fun-seeking consumers.
To discover how multisensory environments can be used to deconstruct the experience of flavour, read Sensory Edibles and London Cocktail Week 2018: Top Takeaways. For a look at sensory play in the hospitality realm, see Three Sensory Strategies for Hotels, and for deeper analysis into sensory consumer engagement across diverse industries, read The Sensory Opportunity.