Is wine consumption an aesthetic experience?
Taylor and Francis
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
There has been occasional debate amongst aesthetic theorists about whether or not the consumption of wine can be considered an aesthetic process. This paper examines this debate empirically, using data from an exploratory study into wine consumption practices to elucidate the arguments. The findings of the study suggest that consumers perceive some key similarities between the consumption of wine and the appreciation of art forms. These similarities include: the pleasure provided by each; the interrelated role of sensory, emotional and cognitive responses; the focus on evaluative processes, particularly in relation to the concentration and training which they require; and the issues of personal taste. It can also perhaps be argued that both wine and art forms prompt a common perception of beauty.