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The importance of these multiple senses for wine tasting makes it more challenging to digitalize than other collective activities. We conducted an ethnography and used a semiotic analysis to explore the strategies to digitalize wine tasting sessions. In so doing, we examined how small artisanal winemakers and wine merchants in Austria, Germany, Liechtenstein, Luxembourg, and Switzerland moved their wine tasting sessions online to compensate for their lost key revenue streams during the global Covid-19 crisis. Based on our analysis, we present a typology of virtual wine tasting and illustrate how the approach to digitalize wine tasting evolved from a reactive approach to a more proactive one. We also identify strategies to digitalize wine tasting and characterize its social space. We discuss some avenues to regard virtual wine tasting as something more than just a digital representation of in-person wine tasting session by highlighting the mediating role of an information system. Finally, we propose some implications for digitalizing other multisensory collective activities. <\/jats:p>","DOI":"10.1177\/02683962221096860","type":"journal-article","created":{"date-parts":[[2022,5,18]],"date-time":"2022-05-18T22:27:07Z","timestamp":1652912827000},"page":"341-358","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":13,"title":["Digitalization of multisensory collective activity: The case of virtual wine tasting"],"prefix":"10.1177","volume":"37","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9001-3870","authenticated-orcid":false,"given":"Leona","family":"Chandra Kruse","sequence":"first","affiliation":[{"name":"Institute of Information Systems, University of Liechtenstein, Vaduz, Liechtenstein"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3089-0748","authenticated-orcid":false,"given":"Katharina","family":"Drechsler","sequence":"additional","affiliation":[{"name":"Institute of Information Systems, University of Liechtenstein, Vaduz, Liechtenstein"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2022,5,16]]},"reference":[{"key":"bibr1-02683962221096860","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jit.2000055"},{"key":"bibr2-02683962221096860","doi-asserted-by":"crossref","unstructured":"Ahuja S, Chan YE (2016) \u201cDigital innovation: A frugal ecosystem perspective\u201d. 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