Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters

Is wine perception influenced by sustainability information? Insights from a consumer experiment with fungus resistant grape and organic wines

Literature has highlighted that the organic attribute has heuristic value for many consumers, representing an overarching signifier of positive characteristics. Nowadays a plethora of alternative systemic approaches side organic production in the aim to improve the overall sustainability of the agrifood sector. Current study, based on blind and informed tasting, measured sustainability information influence on respondents' (n = 162) perceptions of organic and fungus-resistant grape (FRG) white wines. Findings of the within-subject non hypothetical experiment revealed that information has a stronger, positive impact on participants' perception of organic wine (increasing 13 % monetary preferences) compared to FRG wine (+9%). Additionally, attitudinal characteristics driving consumers' preferences towards FRG wine diverge from organic core motivations.

Wine Minerality and Funkiness: Blending the Two Tales of the Same Story

In wines, minerality is a complex concept with increasing popularity in scientific research and the wine press. The flavour conceptual space of mineral wines comprises sulphur-reduced aromas, such as flint, wet stone or chalk associated with freshness and lingering mouth perceptions. Professionals do not consider the perception of sulphur-reduced flavours as an off-flavour. Indeed, this sort of reduction is a cue for the recognition of minerality under a likely top-down mental process. However, untrained consumers perceive these aromas as unpleasant. This different qualitative assessment hampers the communication between professionals and amateurs. This review aimed to describe the perceptions of minerality by experts and novices to promote their mutual understanding. Funkiness is proposed as a descriptor of mineral wines when tasted by unexperienced consumers. The chemical basis of minerality and winemaking options were explored to understand their implications on sensory perception. Mineral flavours have two main features. The first comprises ephemeral aromas that may be described as funky, given their association with sulphur-reduced molecules. The second is linked to the fresh and vivacious lingering mouthfeel perceptions that remain after the reductive aromas vanish. Consumers recognise this dual perception by demonstrating positive emotional responses of surprise during tasting. Then, the perception of minerality is a question of cognition and not of particularly developed sensory skills. Appropriate tasting approaches encompassing emotional responses and emergent properties (e.g., harmony, depth, persistence, complexity) appear essential to understand the nature of wine minerality and to determine when it may be regarded as a surrogate for fine wine quality.

Historical and Heritage Sustainability for the Revival of Ancient Wine-Making Techniques and Wine Styles

The purpose of this review is to provide a general description of ancient winemaking techniques and wine styles that were most lauded in antiquity, in support of their revival and dissemination today. From the first fully excavated winery, dating from the late fifth to the early fourth millennium BC, the gentle crushing of grapes by foot and the probable absence of maceration indicate that most wines were made with the aim of reducing astringency. The oxidative nature of winemaking would have resulted in rapid browning, so that wines made from red grapes would have had a similar color to those made from white grapes after being aged in clay vats for several years. The difficulty in preventing the wine surface contact with the air would have resulted in biological ageing under the yeast pellicle being a common occurrence. This phenomenon was not considered a flaw, but a characteristic feature of highly prized wines. Dried grapes were used to make sweet wines, which were also highly prized, therefore justifying the construction of dedicated facilities. The addition of boiled juices, salt, resins, mixtures of herbs, spices, fruit juices, flowers, or honey to the wines would have increased their taste pleasantness while improving their preservability and medicinal properties. Indeed, today’s preference for flavored wines with a soft mouthfeel seems to have been representative of the ancient elite consumers. Overall, the technical interpretation of winemaking described in this review will provide solid historical support for the current rebirth of ancient production methods, particularly those using pottery vessels.

Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?

Despite the growing awareness of the need to promote the consumption of organic food, consumers have difficulties in correctly identifying it in the market, making frequent cognitive mistakes in the evaluation of products identified by sustainability labels and claims. This work analyzes the halo effect and the source credibility bias in the interpretation of product attributes based on third-party certified labels. It is hypothesized that, regardless of their specific meaning, official labels lead consumers to infer higher environmental sustainability, quality and price of the product, due to the credibility attributed to the certifying entity. It also examines the extent to which providing the consumer with accurate labeling information helps prevent biased heuristic thinking. An experimental between-subject study was performed with a sample of 412 Spanish business students and data were analyzed using partial least squares. Findings revealed that consumers tend to infer environmental superiority and, consequently, higher quality in products identified by both organic and non-organic certified labels, due to their credibility. Label credibility was also associated with price inferences, to a greater extent than the meaning attributed to the label. Interestingly, providing accurate information did not avoid biased heuristic thinking in product evaluation.

Sensory and Volatile Flavor Analysis of Beverages

Humans have used their senses to evaluate food for several thousands of years [...].

Rose Wine Market: Anything but Colour?

In many countries, the consumption of still wine is in strong decline. The market for rose wine, however, stands in stark contrast to this trend, seeing worldwide growth of almost 30% over the last 15 years. For most observers/experts, product colour plays an important role in this paradigm shift. For this reason, companies’ marketing efforts often focus on this purely visual characteristic. There is, however, no certainty that other emerging consumer demands, related to environmental concerns or how “natural” a wine is (organic wines, natural wines, etc.), do not also play a role in the enthusiasm seen in new wine consumers. This article proposes an assessment of expectations related to colour and the decisions made by rose wine consumers, using two complementary experiments carried out in France. The first experiment is based on an online survey studying only consumers’ colour preferences. We will show that, contrary to popular belief, there is no consensus on this criterion, although regional trends can be identified. Typically, the “salmon” shade, which is generally the leader on the global market—and characteristic of Provence wines—does not win unanimous support across all regions. In contrast, an “apricot” shade seems to be preferred by consumers in the Bordeaux region. The second experiment confirms this result within the framework of an experimental market revealing consumers’ willingness to pay (WTP). This market also offers consumers the opportunity to taste wines and provides information on organic certification and “naturalness” (symbolised by the absence of added sulphites). We will then demonstrate how the latter criteria, although often popular, play only a small role—compared with colour—in consumer decisions. We will conclude this article with observations on the atypical nature of the rose wine market and on possible avenues for further research related to the emotional role colour plays in wine tasting and its possible specificity in the world of food and drink products.

Social Cues and the Online Purchase Intentions of Organic Wine

This study investigates how online store atmospherics (i.e., social cues) affect consumer purchase intentions of organic wine. A between-subject experiment with a quantitative survey conducted among German consumers reveals that the mere presence of social cues (i.e., a chat box) on a wine sellers' online platform positively affects the intention to purchase organic wine from this online store because social cues elicit perceptions of social presence that translate into trust in the online store and brand trust. The latter promotes purchase intentions. Internal (i.e., familiarity with organic wine purchases) and situational (i.e., goal-directedness of shopping) factors do not moderate the effects of social cues.