ABSTRACT
This chapter focuses on the products that form part of an elusive sensory training landscape, with attempts at sensory education happening more implicitly, through objects such as wine labels, tasting diaries and menus. Multi-sensory experience has always been important in marketing, yet increasingly marketing practices attempt to educate consumers to hone and tune their senses. It appears on menus for many restaurants which describe what a diner will enjoy. But it is not only the ‘high end’ culinary market where we find such sensory training. Sensory marketing also appears on supermarket shelves, on inexpensive wine label descriptions or packets of 100% dark chocolate which instruct buyers how to enjoy the bitter blocks. In all of these cases commercial industries have repackaged ‘the senses’ and sold them back to their customers. The chapter looks at an important part of contemporary sensory education: at how sensations are extracted, isolated and re-inserted back into every day sensory experiences.
