How do wine pairings and experiences influence consumer spending? With Marcell Kustos PhD

Today we’ll be speaking with Marcell Kustos PHD, about how the consumer experience, and the overall enjoyment of a wine product and pairing, might influence consumer spending

Marcell is a beverage director, wine educator, and consultant. With a cross-functional background, he re-defines the role of modern-day sommelier. 

After obtaining a qualification in food engineering and winemaking operations, Marcell started his career as a food product developer before turning his hand to wine. He began working as a sommelier while undertaking a Master's degree in gastronomy. His curiosity for memorable wine experiences led to a PhD in food, wine and emotional pairing at the University of Adelaide in collaboration with Wine Australia and UC Davis.

While working at Penfolds Magill Estate, Marcell curated one of the country's most extensive champagne lists and created memorable experiences with a twist of science. Just recently, Marcell has joined a new project showcasing Australian botanicals and native ingredients. As a beverage director, he will be responsible for product development, industry collaborations and creating a whole new dining experience. 

He is the recipient of the ASVO AWAC Scholarship, Wine Communicators Australia Wine Industry Mentor Program, Vinitaly International Academy Italian Wine Ambassador Scholarship, Sommeliers Australia Education Scholarship, Wine Australia Research Scholarship and a finalist for the Sommelier of the Year by Gault & Millau.

Marcell is also in charge of coordinating and designing the food, wine and hospitality courses of Le Cordon Bleu Australia. He has been a contributing author in several academic and industry journals and continues to evolve as a wine judge. And if that wasn’t enough, he recently co-founded a wine label to make brave wines with transparency, curiosity and precision.

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Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. 

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