WAC 2022 banner
IVES 9 IVES Conference Series 9 WAC 9 WAC 2022 9 2 - WAC - Oral presentations 9 How do we describe wine imagery? Expertise shapes language usage and multimodal imagery for wine

How do we describe wine imagery? Expertise shapes language usage and multimodal imagery for wine

Abstract

The acquisition of wine expertise is a multi-faceted and multisensory process with implications for sensory perception, attention, memory, and language production. With the prevalence of the predictive model of brain functioning, one area of burgeoning research interest involves wine mental imagery, since the brain relies on imagined experiences to build predictions for the future. Recent evidence has shown that, for instance, those with higher imagery vividness are more susceptible to wine advertising. However, little is known about the association between mental imagery and other associated cognitive processes, such as the ability to produce words that describe such imagery. 

To answer this question, we compared the performance of 49 wine experts (WSET Diploma level or equivalent) with a control group of 82 novices. All participants completed the newly validated Vividness of Wine Imagery Questionnaire, where they rated perceived vividness of imagery in four different sensory modalities (vision, smell, taste, mouthfeel) over six different tasting scenarios. In addition to rating imagery vividness, they also wrote descriptions of their imagined experiences for each scenario and modality. 

Our results showed that experts and novices differed in both wine imagery vividness and in their use of language to describe imagined wine tasting experiences. First, wine experts experienced more vivid imagery compared to novices in all sensory modalities (smell, taste, mouthfeel) except for vision, where novices experienced a similar level of vividness as experts. Moreover, experts used more words and more source terms to describe their imagery experiences compared to novices. Linguistic analysis revealed that, when describing imagined aromas, experts used words that have a higher level of concreteness, are more strongly associated with olfaction, and are more specific in their description of odours. Finally, we found a positive relationship between imagery vividness and the length of description across all modalities. 

The present study indicates that the acquisition of wine expertise involves changes in both language usage and vividness of olfactory imagery. However, future investigation is needed to elucidate the causal relationship between vocabulary development and imagery specificity.

DOI:

Publication date: June 13, 2022

Issue: WAC 2022

Type: Article

Authors

Qian Janice, Ilja, CROIJMANS, Robert, PELLEGRINO

Presenting author

Qian Janice, WANG – Aarhus University, Denmark

Utrecht University, Netherlands | Monell Chemical Senses Center, USA

Contact the author

Keywords

mental imagery; wine expertise; natural language processing; multisensory perception; cognition

Tags

IVES Conference Series | WAC 2022

Citation

Related articles…

Phenological characterization of a wide range of Vitis Vinifera varieties

In order to study the impact of climate change on Bordeaux grape varieties and to assess the adaptation capacities of candidates to the grape varieties of this wine region to the new climatic conditions, an experimental block design composed of 52 grape varieties was set up in 2009 at the INRAE Bordeaux Aquitaine center. Among the many parameters studied, the three main phenological stages of the vine (budburst, flowering and veraison) have been closely monitored since 2012. Observations for each year, stage and variety were carried out on four independent replicates. Precocity indices have been calculated from the data obtained over the 2012-2021 period (Barbeau et al. 1998). This work allowed to group the phenological behaviour of the grapevine varieties, not only based on the timing of the subsequent developmental stages, but also on the overall precocity of the cycle and the total length of the cycle between budburst and veraison. Results regarding the variability observed among the different grape varieties for these phenological stages are presented as heat maps.

VINIoT – Precision viticulture service

The project VINIoT pursues the creation of a new technological vineyard monitoring service, which will allow companies in the wine sector in the SUDOE space to monitor plantations in real time and remotely at various levels of precision. The system is based on spectral images and an IoT architecture that allows assessing parameters of interest viticulture and the collection of data at a precise scale (level of grape, plant, plot or vineyard) will be designed. In France, three subjects were specifically developed: evaluation of maturity, of water stress, and detection of flavescence dorée. For the evaluation of maturity, it has been decided first to work at the berry scale in the laboratory, then at the bunch scale and finally in the vineyard. The acquisition of the spectral hyperstal image as well as the reference analyzes to measure the maturity, were carried out in the laboratory after harvesting the berries in a maturity monitoring context. This work focuses on a case study to predict sugar content of three different grape varieties: Syrah, Fer Servadou and Mauzac. A robust method called Roboost-PLSR, developed in the framework of this work (Courand et al., 2022), to improve prediction model performance was applied on spectra after the acquirement of hyperspectral images. Regarding the evaluation of water stress, to work with a significant variability in terms of water status, it has been worked first with potted plants under 2 different water regimes. The facilities have allowed the supervision of irrigation and micro-climatic conditions. The regression models on agronomic variables (stomatal conductance, water potential, …) are studied. To detect flavescence dorée, the experimental plan has consisted of work at leaf scale in the laboratory first, and then in the field. To detect the disease from hyper-spectral imaging, a combination of multivariate curve resolution-alternating least squares (MCR-ALS) and factorial discriminant analysis (FDA) was proposed. This strategy proved the potential towards the discrimination of healthy and infected leaves by flavescence dorée based on the use of hyperspectral images (Mas Garcia et al., 2021).

Modulation of berry composition by different vineyard management practices

High concentration of sugars in grapes and alcohol in wines is one of the consequences of climate change on viticulture production in several wine-growing regions. In order to investigate the possibilities of adaptation of vineyard management practices aimed to reduce the accumulation of sugar during the maturation phase without reducing the accumulation of anthocyanins in grapes, a study with severe shoot trimming, shoot thinning, cluster thinning and date of harvest was conducted on Merlot variety in Istria region (Croatia), under the Mediterranean climate. Four factors which may affect grape maturation and its composition at harvest were investigated in a two-years experiment; severe shoot trimming applied at veraison when >80% of berries changed colour (in comparison to untreated control), shoot thinning (0 and 30%), cluster thinning (0 and 30%), and the date of harvest (early and standard harvest dates). Shoot thinning had no significant impact on berry composition, despite the obtained reduction in yield per vine. Lower Brix in grapes were obtained with earlier harvest date and if no cluster thinning was applied, although at the same time a reduction in the concentration of anthocyanins in berries was observed in these treatments. On the other hand, if severe shoot trimming was applied when >80% of berries changed colour, a reduction of Brix was obtained without a negative impact on berry anthocyanins concentration. We conclude that in cases when undesirably high sugar concentrations at harvest are expected, severe shoot trimming at 80% veraison may effectively be used in order to obtain moderate sugar concentration in berries together with the adequate phenolic composition.

Climate change projections to support the transition to climate-smart viticulture

The Earth’s system is undergoing major changes through a wide range of spatial and temporal scales as a response to growing anthropogenic radiative forcing, which is pushing the whole system far beyond its natural variability. Sources of greenhouse gases largely exceed their sinks, thus leading to a strengthened greenhouse effect. More energy is thereby being supplied to the system, with inevitable shifts in climatic patterns and weather regimes. Over the last decades, these modifications have been manifested in the full statistical distributions of the atmospheric variables, with dramatic changes in the frequency and intensity of extremes. Natural hazards, such as severe droughts, floods, forest fires, or heatwaves, are being triggered by extreme atmospheric events worldwide, thus threatening human activities. Viticultculture is not only exposed to changing climates but is also highly vulnerable, as grapevine phenology and physiological development are strongly controlled by atmospheric conditions. Therefore, the assessment of climate change projections for a given region is critical for climate change adaptation and risk reduction in viticulture. By adopting timely and suitable measures, the future sustainability and resiliency of the sector can be fostered. Climate-grapevine chain modelling is an essential tool for better planning and management. However, the accuracy of the resulting projections is limited by many uncertainties that must be duly taken into account when transferring knowledge to stakeholders and decision-makers. Climate-smart viticulture will comprise ensembles of locally tuned strategies, envisioning both adaptation and mitigation, assisted by emerging technologies and decision-support systems.

Better understand the soil wet bulb formation with subsurface or aerial drip irrigation in viticulture

The gradual change in rainfall patterns experienced in the south of France vineyards, especially around the Mediterranean sea, means that the vines are increasingly subject to summer drought. The winegrowers developped the use of irrigation techniques to ensure the maintenance of competitive yields in the production of wines under Protected Geographical Indication label. In practice, drip irrigation pipes can be installed above the ground or buried into the soil as well as at different distances from the vine row. The objective of this study was to examine the profiles of the wet bulbs of the soil obtained from two drip irrigation systems : aerial drip located under the vine row and subsurface drip placed in the middle of the inter-row. This experiment took place over two consecutive seasons (2020-2021) on a 3.4 ha Viognier plot in the Mediterranean region (PGI Oc, France) on sandy clay soil. The annual rainfalls were less than 400 mm. Soil water content probes were installed at different depths (20 – 40 – 60 – 80 cm) and at different lateralities from the vine row (30 – 60 – 90 – 120 cm) to control the formation of the soil wet bulb during irrigation. The mapping and the analysis of the data allowed a better understanding and differentiation of the water percolation when irrigating with subsurface or aerial drip. For the same amount of water and without differences of vine water status, it is shown that in a subsurface drip irrigation situation, the size of the wet bulb formed is larger than in aerial drip irrigation system.