Wine Experience Lab
by Marcell Kustos, PhD
Creating memorable experiences with a twist of science.
Creating memorable experiences with a twist of science.
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Marcell is a beverage director, wine educator, and consultant and, with his cross-functional background, 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 is 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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Services
Developing immersive wine, food, emotion concepts
Looking for creating experiences that boost the value of your brand?
Aligning the tasting room/restaurant experience with the core values of your brand not only increases the perceived value and sales of your wine but also evokes positive emotions and creates long-lasting memories.
Unique solutions are provided based on your goals and my combined work experience as a wine researcher, educator and hospitality professional.
From concept to the implemented wine experience.
This service creates a brand new wine tasting experience that tells the story of your brand while engaging your customer on emotional and sensory levels. I will be actively working with your team in designing the tasting environment, tasting format, and food pairings, sourcing glassware, writing tasting notes, and training staff members.
Would you like to improve your current wine tasting program?
This service starts with an assessment of the existing tasting environment/atmosphere, glassware, tasting format, tasting notes, and optionally food pairing. Then unique solutions are provided to achieve your goals.
Consulting services are quoted on an individual basis depending on the needs of the client.
Aligning the tasting room/restaurant experience with the core values of your brand not only increases the perceived value and sales of your wine but also evokes positive emotions and creates long-lasting memories.
Unique solutions are provided based on your goals and my combined work experience as a wine researcher, educator and hospitality professional.
From concept to the implemented wine experience.
This service creates a brand new wine tasting experience that tells the story of your brand while engaging your customer on emotional and sensory levels. I will be actively working with your team in designing the tasting environment, tasting format, and food pairings, sourcing glassware, writing tasting notes, and training staff members.
Would you like to improve your current wine tasting program?
This service starts with an assessment of the existing tasting environment/atmosphere, glassware, tasting format, tasting notes, and optionally food pairing. Then unique solutions are provided to achieve your goals.
Consulting services are quoted on an individual basis depending on the needs of the client.
Wine Education/Training
How can the Wine Experience Lab make your business stand out?
Knowledgeable staff is a crucial aspect of your business. Training should be ongoing and structured to keep your workforce motivated and achieve your business objectives. While you focus on running your restaurant/winery, I’ll skill your staff and advise on areas where profit can be maximised.
Private wine tastings with an educational aspect.
Wine should be accessible and fun for both newcomers and connoisseurs. Depending on your interest, it can be a once-off masterclass or a structured 4-5 weeks beginner course.
Consulting services are quoted on an individual basis depending on the needs of the client.
Knowledgeable staff is a crucial aspect of your business. Training should be ongoing and structured to keep your workforce motivated and achieve your business objectives. While you focus on running your restaurant/winery, I’ll skill your staff and advise on areas where profit can be maximised.
Private wine tastings with an educational aspect.
Wine should be accessible and fun for both newcomers and connoisseurs. Depending on your interest, it can be a once-off masterclass or a structured 4-5 weeks beginner course.
Consulting services are quoted on an individual basis depending on the needs of the client.
Wine List & Sales Consulting
Want a better wine list, but don’t need a full time Sommelier?
This service creates or re-invents your restaurants wine list, taking into consideration your cuisine, list size, budget and staff needed to create a wine list that is sure to sell.
Wine List Consulting includes the creation/reinvention of your wine list, consulting on wine sales strategies, hassle free tasting scheduling with wine agents and staff training on completion of the list.
You’ve got the wines, but where are the sales?
If you’re a restaurant in need of increasing wine sales this service can help you to grow your wine sales. Wine Sales Consulting includes an assessment of current sales and strategies, implementation of sales driving techniques, staff training, and goal creation.
Consulting services are quoted on an individual basis depending on the needs of the client.
This service creates or re-invents your restaurants wine list, taking into consideration your cuisine, list size, budget and staff needed to create a wine list that is sure to sell.
Wine List Consulting includes the creation/reinvention of your wine list, consulting on wine sales strategies, hassle free tasting scheduling with wine agents and staff training on completion of the list.
You’ve got the wines, but where are the sales?
If you’re a restaurant in need of increasing wine sales this service can help you to grow your wine sales. Wine Sales Consulting includes an assessment of current sales and strategies, implementation of sales driving techniques, staff training, and goal creation.
Consulting services are quoted on an individual basis depending on the needs of the client.
Private Cellar Management
Growing your own wine collection?
This service provides an inventory of all cellared wines, assessment of cellar value, advice on auction of wines, and advice on new wines to buy. As an additional service, wine can also be procured for your specific palate and needs.
Private cellar management services are quoted on an individual basis depending on the needs of the client. Additional Wine Procurement is priced at a flat fee of 20%.
This service provides an inventory of all cellared wines, assessment of cellar value, advice on auction of wines, and advice on new wines to buy. As an additional service, wine can also be procured for your specific palate and needs.
Private cellar management services are quoted on an individual basis depending on the needs of the client. Additional Wine Procurement is priced at a flat fee of 20%.
Contact Marcell
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Follow Marcell on social media or fill out the form to connect with him.
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