The first lab of its kind in the world, the R3 Wine Consumer Lab is dedicated to using three “R’s” or realities – virtual reality (VR), augmented reality (AR) and physical reality (PR) – to address wine consumer behaviour questions.

Researchers using this space will study how a range of factors, such as sights, sounds and smells, impact choice and impression of wine by using different VR, AR and PR simulations. Different factors that drive consumer choice can be simulated and changed through immersive experiences.

This lab is accessible through the Cool Climate Oenology and Viticulture Institute (CCOVI) and approved research projects for the Institute’s partners.