Wine & Type Tasting

Do you judge a wine by its label? Be prepared: this is not your usual wine tasting experience!

Based on the sell-out event first created for the London Design Festival. Suitable for all, no experience needed and you can join this virtual session from anywhere in the world.

Take an interactive tasting journey through wine and all the senses.

What does the design of the label tell you about a product? How does this influence your expectations and even what you taste? Learn about the science of taste and the senses; how design can influence what you drink; and ultimately whether the packaging is just there to inform you, or can it transform your experience?

The session culminates in an enlightening finale that puts the science into practice.

This session incorporates findings published in studies co-authored by Sarah Hyndman and Professor Charles Spence of the Crossmodal Research Laboratory, University of Oxford.

BYO menu
When you book you’ll receive a list of easy-to-source items and wine designed to immerse you in the tasting experience.

What people said about the London Design Festival event:

“Fabulous, surprising and delicious!” adidas

“Frankly brilliant idea” It’s Nice That

“Fun and informative” “Eye-opening” “Interesting and surprising” “Fascinating” “Illuminating” “A different perspective” “Typography + wine tasting = the best of both worlds” “Fantastic experience, would definitely recommend it” “Great, fun and informative”

“It was certainly an eye-opener to realise that so much of what we taste is influenced by our other senses” SEEN London

“More than an excuse for weeknight drinking, wine was a clever example of the influence of typeface … don’t worry; you don’t need to be a typography nerd” Digital Arts

Hello, I'm Sarah. I'm the author of a number of books including 'Why Fonts Matter' and 'How to Draw Type and Influence People'. I'm a TEDx speaker, a regular guest on BBC Radio 4 and I sometimes appear on TV on shows like Channel 4's Sunday Brunch.

I make typography exciting for everybody, not just experts. Have you ever wondered whether you judge a shop or pub by its sign? Or why you judge a product by its packaging? Over the last seven years, I've welcomed thousands of people to my events and workshops. Now I'm excited that I can bring these experiences directly to you wherever you are in the world.

Recent Zoom guests have said “The event is genius”,  “you are such an amazing storyteller!” and “That was fun. Whoever woulda’ thought that I could be eating granola in Portland Oregon while visiting London?”

Would you like to know about upcoming virtual talks? Sign up here.

Would like to arrange a private talk for your group at a time of your choosing? Get in touch with Sarah here.

*Discount applies to full-price tickets.