Acceptability of canned wines: effect of the level of involvement of consumers and type of wine
Abstract
In recent years there has been a growing demand for alternative packaging designs in the food industry focused on diminishing the carbon footprint. Despite the environmental advantages of cans versus bottles, the traditional environment of wine has hindered the establishment of less contaminant containers. In this context, the objective of this study was to understand and generate knowledge about consumers´ perception of canned wines in comparison to bottled wines.
A total of 127 wine consumers from La Rioja and surroundings participated (traditional wine region). Each consumer evaluated the quality and liking of two young wines (white and red). Each wine was presented in duplicate, but with two different information: “wine in bottle” and “wine in can”. In addition, consumers described the samples using the RATA method. Finally, the involvement of the participants in wine was evaluated through 23 items in a Likert scale. [1]
Four groups of consumers with low (n=16), low-intermediate (n=35), intermediate-high (n=50) and high (n=26) levels of involvement were identified. A two-way ANOVA was calculated for each type of wine (white or red) with level of involvement of the judges and packaging as fixed factors. Consumers with the highest level of involvement perceived canned white wines as lower in quality, and they were less preferred, as they perceived them as more alcoholic and bitter than bottled wines. For red wines, the canned sample was perceived lower in quality, and less preferred than bottled wine regardless of the level of consumer involvement as the wine was perceived with higher notes of reduction (rotten eggs, rubbish) and undergrowth (mouldy).
In overall results show that average traditional wine consumer (except for highly involved) would accept white wines in cans, while they show lower tolerance to canned red wines in comparison to bottled wine.
References
1) Oyinseye P. et al. (2022) Multidimensional representation of wine drinking experience: Effects of the level of consumers’ expertise and involvement. Food Qual. Pref., 98: 104536.
DOI:
Issue: ICGWS 2023
Type: Poster
Authors
1Instituto de Ciencias de la Vid y del Vino (Universidad de La Rioja-Consejo Superior de Investigaciones Científicas-Gobierno de La Rioja). Departamento de Enología, Logroño, La Rioja, Spain
2Centre des Sciences du Goût et de l’Alimentation, AgroSup Dijon, CNRS, INRAE, Université Bourgogne Franche-Comté, Dijon, France