Factors Shaping Consumers’ Experiences of Whiskies Tasting—Case Study Cluj-Napoca

The alcohol beverage industry has been focusing more and more on creating more enjoyable tasting experiences for their customers throughout time. With the resultant expansion of whisky production worldwide and the growing recognition of whisky as a beverage, the practice of whisky tastings at the client level has expanded since attendees are typically more receptive to new and unique tastes and sensations. Whisky's unique sensory qualities have made it one of the world’s leading categories of spirit drinks. It is generally acknowledged that taste is the most important factor in determining how consumers choose whisky. Both this beverage and the wine must have a pleasing flavour for the consumer. The present study is mainly focused to determine the factors that play an important role in the motivations driving attendees to whiskies tasting sessions and to identify their overall satisfaction. Motives falling under the push and pull categories have both been studied. V Cramer coefficient statistical analysis was used to investigate the association between the type of consumer and their participation in tasting events. Considering the main goal of the present study, the investigated population consists of domestic consumers who have selected Bardot—Cocktail and Whisky Bar from Cluj-Napoca, Romania, for their whisky tasting experience. These consumers had the opportunity to discover special drinks less known to the public in Romania in one of the restaurants from Cluj-Napoca that make its mark in the hospitality industry. The present paper is one of the first scientific study in Romania that analyzes the factors influencing a whisky tasting experience in Romania.