A new virtual wine tasting room developed by the Carson College of Business offers an immersive way to promote Washington wines while exploring the future of hospitality education. Led by Associate Professor Soobin Seo, the project combines student innovation, faculty research, and digital technology to promote Washington’s often-overlooked wine industry through a virtual winery experience.
Using tech to elevate Washington wines
The virtual tasting room is part of a $250,000 USDA grant focused on boosting Washington state’s regional economies and agriculture.
The project brought together a multidisciplinary team, including students and faculty in electrical engineering, software engineering, hospitality business management, and strategic communication, to create a compelling user experience. Seo, who teaches at WSU Everett, says the project aims to connect research with emerging technologies while raising the profile of Washington vineyards.
“Washington wines are far behind competitors like California wines in terms of brand value,” Seo says. “Washington has a technology-heavy identity, so it makes sense to utilize technology to boost that brand value and recognition.”
Creating an immersive experience
Users who explore the virtual wine tasting room can take part in a guided digital experience designed for use on virtual reality (VR) headsets like the Meta Quest. Since the experience takes place in a virtual space, participants don’t actually taste the wine but can instead navigate vineyard landscapes, learn about wine varietals, and participate in activities that replicate the tactile and sensory nature of in-person tastings.
A standout feature is the platform’s AI-powered virtual sommelier—an interactive character that recommends wines, answers questions, and adapts to each user’s actions. Undergraduate software engineering students at WSU Everett Ross Kugler and Harry Gia helped develop the character’s functionality and believe AI-driven experiences are becoming key to creating meaningful engagement in VR. They incorporated sound design, visuals, and user-centered functionality to make the experience accessible even to those unfamiliar with virtual platforms.
“There is a big potential for AI in VR specifically,” Kugler says. “Incorporating AI into virtual characters creates a very realistic and immersive experience—it’s like giving characters a soul. Each interaction is unique.”
Teaching and research applications take shape
While the original focus was on outreach and regional promotion, the project also has the potential to support teaching and research within WSU.
Seo says her team has already been collecting data through tools like sweat sensors and heart rate monitors, as well as gathering user feedback that can be used to inform future research in marketing and consumer psychology.
“One of the studies we’re planning to do is wine tasting,” Seo says. “We’ll have people go through this VR experience, and then we’ll do the wine tasting and compare whether this wine VR experience enhances their tasting experience.”
The team hopes to expand the project by adding new modules and collaborating with more Washington wineries. Seo says she also sees future potential for commercialization, such as adding a click-through function to purchase the wines featured in the experience.
For Seo and her collaborators, the virtual tasting room marks a successful intersection of technology, education, and economic development. By bringing together faculty research, student talent, and regional partnerships, the project demonstrates how academic institutions like the Carson College can create tangible impact for local industries.
For the students involved, the project offered more than course credit—it provided hands-on experience with tools that are shaping the future of the hospitality industry.