The aroma of foods and beverages can be a powerful message of pleasures to come. Its appeal, however, is a fragile thing. If it comes at the wrong time or the wrong place, or it if comes on too intensely or lingers too long, enticement turns to surfeit. Some of the finest gourmet scents, say, of a ripe cheese or of seafood, can be a dubious pleasures if you don’t know precisely what it is you are smelling. Such limitations have, up until now, severly limited the pplication of food and beverage aroma in consumer communication. With the introduction of digital aroma release technology, this situation is changing dramatically.