Exploring AI and immersive content in the wine sector

The case of the Barahonda winery (Yecla, Murcia)

Authors

DOI:

https://doi.org/10.62701/revsocial.v14.5531

Keywords:

Wine, Experiential Marketing, wine cellar Barahonda, Artificial Intelligence, Virtual Reality

Abstract

The chapter analyses the intersection of experiential marketing, emerging technologies, and brand image within the wine industry, using the Barahonda winery (Yecla, Murcia) as a case study. In a competitive context where product differentiation is increasingly difficult, it argues that marketing’s strategic value lies in transforming consumption into an emotional, memorable, and meaningful experience. Drawing on the theoretical framework of experiential marketing (Schmitt) and on the impact of artificial intelligence, virtual reality, and augmented reality on branding, the chapter shows how these tools enable the personalization, expansion, and reinforcement of brand storytelling. Methodologically, the study adopts an exploratory qualitative approach based on conceptual review, content analysis, and a semi-structured interview. The findings reveal that Barahonda has developed a 360° strategy focused on place-based storytelling and an AI-supported immersive virtual reality experience, including the training of a generative voice to recreate the founder using a local accent.

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Published

30-06-2026

How to Cite

Centenero de Arce, M. J., Vázquez la Hoz, B., & Abellán Hernández, M. (2026). Exploring AI and immersive content in the wine sector: The case of the Barahonda winery (Yecla, Murcia). SOCIAL REVIEW. International Social Sciences Review Revista Internacional De Ciencias Sociales, 14(1), 151–164. https://doi.org/10.62701/revsocial.v14.5531

Issue

Vol. 14 No. 1 (2026)

Section

Research articles

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Copyright (c) 2026 María José Centenero de Arce, Brenda Vázquez la Hoz, María Abellán Hernández

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