Digitalization of Multisensory Collective Activity: The Case of Virtual Wine Tasting

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Chandra Kruse, L., & Drechsler, K. (2022). Digitalization of Multisensory Collective Activity: The Case of Virtual Wine Tasting. Journal of Information Technology, 37(4), 341-358. (ABDC_2022: A*; ABS_2021: 4; VHB_3: A)

Publication type

Article in Scientific Journal


Wine tasting is a multisensory collective activity because it involves other senses in addition to sight and hearing. The importance of these multiple senses for wine tasting makes it more challenging to digitalize than other collective activities. We conducted an ethnography and used a semiotic analysis to explore the strategies to digitalize wine tasting session. In so doing, we examined how small artisanal winemakers and wine merchants in Austria, Germany, Liechtenstein, Luxembourg, and Switzerland moved their wine tasting sessions online to compensate for their lost key revenue streams during the global Covid-19 crisis. Based on our analysis, we present a typology of virtual wine tasting and illustrate how the approach to digitalize wine tasting evolved from a reactive approach to a more proactive one. We also identify strategies to digitalize wine tasting and characterize its social space. We discuss some avenues to regard virtual wine tasting as something more than just a digital representation of in-person wine tasting session by highlighting the mediating role of an information system. Finally, we propose some implications for digitalizing other multisensory collective activities.


Digitally Multisensory: From Human-Like to Human-Centered Principles
FFF-Förderprojekt, July 2020 until June 2022

Digital technologies are already ubiquitous in our daily lives, but they can do even more when they are able to communicate with us through various sensory modalities. Even though most interfaces ... more ...


Organizational Units

  • Institute of Information Systems
  • Chair of Information Systems and Innovation