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CHAPTER 9

THE EXPERIENCE OF WINE TASTING

During wine tasting, the offer coexists in parallel with the experience: the experience that the customer has is determined by what is offered to them. The individual or organisation offering the session is the communicating agent. However, we affirm that there are as many different tasting experiences as there are those offering them, because each experience depends on certain conditioning factors: previous knowledge, state of mind, sensory capacity, etc. To demonstrate this idea, we explore how two different tasters experience the same tasting session: a renowned sommelier with extensive experience and a passionate, novice assistant sommelier. These two individuals will take us through all the stages of a tasting session: invitation, welcome, explanation of the tasting session, service and description of the first wine, continuation of the explanation process, debate and questions, closing and acknowledgements and, finally, post-tasting follow-up.

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