Paper Title
The Wine Experience

Abstract
Wine brands seek to influence customers through various marketing strategies! Marketers use tools to create an extraordinary experience for the consumer, in order to encourage a positive brand image. In India, where open advertising of alcohol is not permitted; experiential marketing has greatly influenced the cognitive, sensorial and relational experiences of the Indian consumer. This paper analyses the various Experiential marketing strategies adopted by the wine industry from across the world. This paper reviews how experiential marketing is used to raise awareness and build relations with potential customers. The primary aim of this study is to understand how the wine industry uses experiential marketing. This paper will help winemakers and marketers in designing their own experiential marketing strategies. Keywords - Experiential Marketing, Consumer Behaviour, Wine Industry, Extraordinary Experience