Using Sensory Awareness to Enhance the Wine Tasting Experience with Dr. Hoby Wedler

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Dr. Hoby Wedler is an entrepreneur, chemist, visionary, and teacher. He is a passionate scholar who helps brands think beyond the visual and embrace all of the senses. Dr. Wedler has been completely blind since birth. In 2016, he earned his Ph.D. in organic chemistry, and he continues to pave the way for others to join him in following their passion, regardless of the challenges that lie ahead.

Dr. Wedler is the Vice Chairman of the Board for the Earle Baum Center of the Blind and the Vice President of the Petaluma Educational Foundation. He is also the US Client Services Director of Tucker Creative and a Founding Partner of Senspoint. Dr. Wedler’s long list of achievements includes being recognized by Barack Obama as a “champion of change” for enhancing employment and education opportunities for people with disabilities. Forbes Media also named Dr. Wedler as a leader in food and drink in the annual “30 Under 30” publication.

In this episode:

According to Dr. Hoby Wedler, we use our eyesight to take in 85 to 90 percent of our surroundings, compared to the mere 10 to 15 percent of the other four senses. Even in the craft beverage industry, our eyesight keeps us from fully experiencing the richness of all five senses. So, how can you create an immersive, sensory experience, and what will it do for your business?

Dr. Wedler is changing the world one bottle at a time through sensory literacy experiences like “Tasting in the Dark,” where guests explore the world through their non-visual senses. With a heightened awareness of these underutilized senses, people can gain more of an appreciation and understanding of the world around them. Plus, you can focus on the non-visual senses to create a great customer experience for your winery!

In this episode of Legends Behind the Craft, Drew Hendricks is joined by Dr. Hoby Wedler, an entrepreneur, chemist, visionary, and teacher. Together, they talk about how to accelerate happiness by enriching the moments that matter through sensory experiences. Dr. Wedler shares his insight into the non-visual senses and explains how to create an inclusive, collaborative community. Plus, Dr. Wedler offers his advice for making your business stand out through multisensory branding. Stay tuned!

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