Evaluation of wine by expert and novice consumers in the presence of variations in quality, brand and country of origin cues

Bulk and Compound-Specific Stable Isotope Analysis for the Authentication of Walnuts (Juglans regia) Origins

Walnuts are grown in various countries, and as product origin information is becoming more important to consumers, new techniques to differentiate walnut geographical authenticity are needed. We conducted bulk stable isotope analysis (BSIA) and compound-specific stable isotope analysis (CSIA) on walnuts grown in seven countries. The BSIA consisted of δ13Cbulk, δ15Nbulk, and δ34Sbulk, and CSIA covered δ2Hfatty acid, δ13Cfatty acid, δ13Camino acid, δ15Namino acid, and δ2Hamino acid. Analysis of variance (ANOVA) and linear discriminant analysis (LDA) were used for statistical analysis to compare samples from the USA and China. Parameters that yielded significant variations are δ2HC18:1n-9, δ13CC18:2n-6, δ13CC18:3n-3, δ13CGly, δ13CLeu, δ13CVal, δ2HGlu, δ2HIle, δ2HLeu, and δ2HThr. Our findings suggested that CSIA of fatty acids and amino acids can be useful to differentiate the geographical provenance of walnuts.

Consumer perspectives of wine typicity and impact of region information on the sensory perception of Cabernet Sauvignon wines

Region of origin is used in marketing of wine and by consumers as a wine quality indicator. To better understand wine consumers' purchase decisions, sensory perception, and wine liking in connection with wine provenance, this study used regular wine consumers (n = 112) to evaluate two Cabernet Sauvignon wines from each of four wine producing regions through hedonic rating and rate-all-that-apply (RATA) testing in conjunction with pre- and post-tasting questionnaires. The majority of consumers rated the region of origin stated on the label as important for purchase intent and for deciding the price they were willing to pay for a wine. The questionnaire also revealed that consumers were familiar with the wine typicity concept, but seemed to consider it only as an extrinsic characteristic rather than an intrinsic aspect of the wine. By randomly dividing the consumers into two groups (n = 56 each), one having information on the origin of samples and the other tasting without such knowledge, it was demonstrated that origin information had a positive impact on hedonic scores. Sensory profiling revealed that origin information did not impact the sample sensory characterisation, and liking for both groups was related to 'full body', 'jammy', and 'dark fruits' attributes. Some regional profile features were apparent for the samples, such as 'minty' for Coonawarra and savoury attributes for Bordeaux. Overall, this work highlighted that consumers could differentiate wines from distinct regions on the basis of sensory characteristics.

Is knowledge emotion? The subjective emotional responses to wines depend on level of self-reported expertise and sensitivity to key information about the wine

Many factors influence emotional responses evoked by wines. Here we assessed how self-reported wine expertise, tasting condition (blind vs. informed) as well as sensitivity to key information about wines (e.g., reputation, price, grape variety) impact the subjective affective responses they evoked. We measured subjective affective responses of high and low in self-reported wine expertise consumers to 8 different wines in a blind tasting and in a tasting when information about the wines was known. After their first tasting session, we asked participants the extent to which they considered specific information when they intended to purchase wine (e.g., reputation, etc.). The more wine consumers high in self-reported expertise paid attention to the wine's reputation, the less they used feelings when tasting wines. In contrast, the more the wine tasters low in self-reported expertise paid attention to the wine's reputation, the more feelings they reported. Moreover, when considering positive and negative feelings separately, it appears that the more participants paid attention to the label, the lower the number of positive terms they tended to mention. Additionally, wine tasters low in self-reported expertise were more inclined to report positive feelings towards the wines in the informed condition and if they were sensitive to wine's reputation. In contrast, wine tasters high in self-reported expertise were less inclined to report positive feelings towards the wines in the informed condition and if they were sensitive to wine's reputation. These results hint at the importance of considering psychological theories of emotion while studying wine-elicited emotions, in particular appraisal theories of emotion.

Virtual Terroir and the Premium Coffee Experience

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

Consumption Context Effects on Fine Wine Consumer Segments' Liking and Emotions

Wine consumer lifestyle segmentation has been widely studied; however, most studies have solely utilised online surveys. This work investigated the impact of context on wine consumer segments’ liking and emotions while consuming wines in different environments. Two studies were conducted with regular wine consumers segmented based on their fine wine behaviour using the Fine Wine Instrument. Study 1 (n = 122) investigated the effects of wine variety and product information, and Study 2 (n = 346) the effects of wine quality and consumption context, on hedonic and emotional responses of the segments. Within both studies, three segments were identified and named: Wine Enthusiasts, Aspirants and No Frills. The Wine Enthusiast segment generally liked the wines more and perceived more intense positive emotions when consuming wine compared to the No Frills segment, with the Aspirant’s likes and emotion intensities ranging in between. Wine Enthusiasts were more discriminative of their preferred wines and reported stronger positive emotions when tasting higher quality (Study 1) and more complex (Study 2) wines. The consistent results across the two studies showed for the first time that consumer segments, based on lifestyle segmentation, differ in their hedonic and emotional responses towards wine when actually tasting wines, demonstrating that the Fine Wine Instrument has practical implications and can identify wine consumers displaying different wine consumption behaviours.

Competing through manufacturing: countering a product's liability of foreignness through mass customization

Purpose

The operational capability of mass customization (MC) allows consumers to obtain products tailored to their idiosyncratic needs. This study aims to provide insights into the potential of this capability for countering a product's liability of foreignness – the negative effect of the out-group status of a product's country of origin (COO) on consumers' evaluations of the product.

Design/methodology/approach

Based on the social identity approach, it is hypothesized that this liability is reduced when a consumer product is mass-customized rather than standardized as per a mass-production strategy. This hypothesis is tested using a mixed between- and within-subject experiment.

Findings

When evaluating mass-produced sneakers, native German-speaking (Italian-speaking) South Tyrolean consumers rated the quality of Italian (German) sneakers significantly lower than that of German (Italian) sneakers. However, when the sneakers were mass-customized, this difference in perceived product quality was non-significant for both groups of consumers, supporting the research hypothesis.

Research limitations/implications

Future research could replicate this study in other samples, with other product types, COOs and countries of destination, as well as at different degrees of product customization.

Practical implications

Business-to-consumer firms contemplating the development of their MC capability are made aware that the benefits of this operational capability might go beyond the typical advantages highlighted by the existing literature.

Originality/value

This paper joins the discussion on MC value by offering a theoretical explanation and empirical support for another mechanism through which the operational capability of MC can create value, at least in business-to-consumer industries: by countering a product's possible liability of foreignness and thus increasing perceived product quality in export markets.

Current Research Related to Wine Sensory Perception Since 2010

Due to socioeconomic changes, the demand for and interest in alcoholic beverages have recently been increasing. Among various alcoholic drinks, consumer preference for wine could be varied. It might be related with its complexity, as wine is known to have characteristics that are difficult to understand. Several factors, such as intrinsic or extrinsic factors interact to influence wine complexity and consumer perception. Many studies have been conducted to understand the complexity of wine, allowing deeper insight into its perception by consumers. Studies over the last decade on wine sensory perception using descriptive analysis and consumer tests were reviewed. Additionally, chemical analysis studies were included because flavor constituents information would contribute to a better understanding of sensory perception. Descriptive sensory analysis of wine was reviewed considering panels and flavor characterization for better understanding wine-related research. Several consumer studies regarding liking/preference, emotion, context, and extrinsic factors to understand consumer preference or perception were reviewed. Research on chemical constituents may affect consumer perception and is thus presented in this review. However, most of the research was focused on a narrow range of wine, thus is missing overall wine category evaluations. Furthermore, evaluations were mainly in wine-producing countries, resulting in limited understanding of an emergent market. This review will help guide wine researchers and industry by providing information on factors influencing consumer wine perception.

Wine Quality Drivers: A Case Study on South African Chenin Blanc and Pinotage Wines

The aim of the study was to propose a methodology for the elucidation of sensory and chemical wine quality drivers. The winners of the 2018 Top 10 Chenin Blanc and Top 10 Pinotage challenges and additional lower scoring wines for each cultivar were evaluated. The two sets underwent sensory profiling by Check-All-That-Apply (CATA) and a 20-point quality rating by industry experts in non-competition conditions and chemical fingerprinting by Liquid Chromatography-High Resolution Mass Spectrometry (LC-HRMS). Data were submitted to Correspondence Analysis (CA) and Principal Component Analysis (PCA) for sensory and chemistry, respectively, from which the standardised deviates were correlated to quality scores to identify the quality drivers. The results illustrated the possibility to determine positive and negative sensory quality drivers (attributes), while the identification of drivers for chemistry (ions) was challenging due to the number of signals generated by the fingerprinting technique. The configurations of the sensory and chemical spaces were compared, but the similarities were relatively low as measured by Regression Vector (RV) coefficients, 0.437 and 0.505 for Pinotage and Chenin Blanc, respectively. The proposed methodology can also be used to explore the sensory space of wine sample sets with the added dimension of the quality drivers which, in turn, highlight the experts’ opinions on what makes a winning wine.

Wine psychology: basic & applied

Basic cognitive research can help to explain our response to wine, and the myriad factors that affect it. Wine is a complex, culture-laden, multisensory stimulus, and our perception/experience of its properties is influenced by everything from the packaging in which it is presented through the glassware in which it is served and evaluated. A growing body of experiential wine research now demonstrates that a number of contextual factors, including everything from the colour of the ambient lighting through to background music can exert a profound, and in some cases predictable, influence over the tasting experience. Sonic seasoning - that is, the matching of music or soundscapes with specific wines in order to accentuate or draw attention to certain qualities/attributes in the wine, such as sweetness, length, or body, also represents a rapidly growing area of empirical study. While such multisensory, experiential wine research undoubtedly has a number of practical applications, it also provides insights concerning multisensory perception that are relevant to basic scientists. Furthermore, the findings of the wine research are also often relevant to those marketers interested in understanding how the consumers' perception of any other food or beverage product can potentially be modified.

Perception of the Attributes of Sherry Wine and Its Consumption in Young People in the South of Spain

The wine with the designation of origin “Jerez-Xerez-Sherry” is one of the most produced in Spain and with a greater volume of exports abroad. This study analyzes the preferences of Sherry Wine and its different varieties, based on gender and knowledge and interest in the world of wine. Similarly, the influence of the attributes of Sherry Wine on its choice and consumption is investigated. For this purpose, 1502 participants (1407 wine consumers) were recruited; among the consumers, 58.5% are women, and 74.3% have little knowledge of wine (Mean age 22.6; SD = 3.07; range 18–30). Data collection was done through an online survey. The results reveal that among the types of wines from Sherry, the Fino and the Manzanilla are the most chosen. The young people who have the highest consumption of wine are those who have the most prior knowledge of wine. Also, these young people attribute their choice of wine to intrinsic factors, and even women and connoisseurs are more important in this type of dimension. But the importance of the attributes differs according to the types of wines (Fino/Cream—flavor, Palo Cortado/Pedro Ximénez—color, Amontillado/Manzanilla—price and Oloroso—prizes). These findings will allow establishing measures for their promotion, as well as for the design and specific sales strategies for each type of wine.

Drinking through rosé-coloured glasses: Influence of wine colour on the perception of aroma and flavour in wine experts and novices

Wine colour carries a myriad of meanings regarding the provenance and expected sensory qualities of a wine. That meaning is presumably learnt through association, and part of a wine taster's skill comes from being able to decode information that can be discerned in subtle variations in the colour of the wine that they drink/evaluate. However, reliance on colour means that wine tasters, especially experts, often exhibit colour-induced olfactory biases. The present study assesses how wine colour - specifically the pink hue of rosé wines - can influence both the perceived aroma and flavour in a large sample of wine novices and experts. Participants (N = 168) tasted three wines - a white wine (W), a rosé wine (R), and the white wine dyed to match the rosé (Ŕ) - and freely selected three aroma and three flavour descriptors from a list. They also rated wine liking, flavour intensity, and description difficulty for each wine. Linguistic analysis demonstrated that those with wine tasting experience judged Ŕ to be much more similar to R than to W, even though Ŕ and W were the same. Moreover, red fruit descriptors were attributed to both R and Ŕ, especially in terms of flavour. Quantitative ratings revealed that Ŕ was liked less than W or R, and participants found it more difficult to describe Ŕ than R. These results demonstrate that while participants found the dyed rosé somehow different from the undyed wines, they nevertheless used the red fruit terms to describe its aroma and flavour. The implications of such results in terms of cognitive representations of wine and the role of sensory expectations are discussed.

"I like the sound of that!" Wine descriptions influence consumers' expectations, liking, emotions and willingness to pay for Australian white wines

This study investigated how information, typically presented on wine back-labels or wine company websites, influences consumers' expected liking, informed liking, wine-evoked emotions and willingness to pay for Australian white wines. Regular white wine consumers (n=126) evaluated the same set of three commercially available white wines (mono-varietal Chardonnay, Riesling, Sauvignon Blanc) under three information levels. Session 1, blind tasting (no information provided) and Session 2, informed tasting (held at least 1week later) with both basic (sensory description of the wines) and elaborate (sensory plus high wine quality and favourable winery information) descriptions followed by liking, wine-evoked emotions (measured with the Australian Wine Evoked Emotions Lexicon (AWEEL)) and willingness to pay evaluations. Before tasting the wine in session 2, consumers also rated expected liking. Results showed that information level had a significant effect on all investigated variables. The elaborate information level evoked higher expectations before tasting the wines, plus resulted in higher liking ratings, elicitation of more intense positive (e.g. contented, happy and warm-hearted) and less intense negative emotions (e.g. embarrassed and unfulfilled), and a substantial increase in willingness to pay after tasting the wines compared to the blind condition, with the basic condition ranging in-between. These results were consistent across the three wine samples. Furthermore, if the liking rating after tasting the wines matched the expected liking or exceeded the expectations by 1 point on a 9-point hedonic scale, participants felt the most intense positive emotions and the least intense negative emotions. Whereas, if the expectations were not met or the actual liking exceeded the expectations by >2 points, participants felt less intense positive and more intense negative emotions. This highlights not only the importance of well written and accurate wine descriptions, but also that information can influence consumers' wine drinking experience and behaviour.

Correlating wine quality indicators to chemical and sensory measurements

Twenty-seven commercial Californian Cabernet Sauvignon wines of different quality categories were analyzed with sensory and chemical methods. Correlations between five quality proxies-points awarded during a wine competition, wine expert scores, retail price, vintage, and wine region-were correlated to sensory attributes, volatile compounds, and elemental composition. Wine quality is a multi-faceted construct, incorporating many different layers. Depending on the quality proxy studied, significant correlations between quality and attributes, volatiles and elements were found, some of them previously reported in the literature.

O efeito país de origem e o comportamento do consumidor em relação a vinhos

A presente pesquisa analisou o efeito do país de origem sobre a qualidade percebida, a intenção de compra e a disposição de preço a pagar dos consumidores de Caxias do Sul (RS) em relação a vinhos. Para tanto, foi implementada uma pesquisa de caráter experimental na qual foram distribuídas amostras de um mesmo vinho para três grupos diferentes que o avaliaram através de degustação e, posteriormente, responderam a um questionário. A única diferença entre os três grupos diz respeito às informações sobre o país de origem do vinho recebido para a degustação. Os resultados mostraram que o grupo que recebeu o vinho pensando este ser produzido no Chile (grupo 1) apresentou médias mais altas em relação à qualidade percebida do produto, à intenção de compra e à disposição de preço a pagar, quando comparado ao grupo de controle (sem informações sobre o país de origem do produto) (grupo 3) e ao grupo que recebeu o vinho com informação de que se tratava de um vinho chinês (grupo 2).

Factors influencing the aroma composition of Chardonnay wines

Chardonnay is one of the oldest and most widely distributed wine grape cultivars and is of commercial importance for the world's wine-producing nations. It is an extremely flexible variety that has adapted to different regions with varied weather and soil characteristics. Somewhat uniquely among white wines, Chardonnay lends itself to a wide variety of production styles, which can be tailored to the target market. Techniques such as skin maceration, barrel and stainless steel fermentation, use of selected or indigenous yeasts, malolactic fermentation, and aging in barrels with or without lees are all applicable and lead to different compositional outcomes. A number of research papers have been published with a view to understanding Chardonnay composition and quality as well as the impact of different enological techniques on the final product. This review summarizes current knowledge, explaining the influence of viticultural and production techniques on aroma composition, and poses directions for further research into Chardonnay wines.