Beyond liking scores: the importance of the drinking experience to understand our consumers

In recent years, consumer demand for products without chemical additives increased, becoming a priority for the wine sector. SO₂ is widely used for its multiple properties including antiseptics, antioxidants and antioxidasics and the strategy of bioprotection in winemaking represents now an alternative to this chemical additive. In oenology, results have highlighted the interest of bioprotection to limit the development of microorganisms like Hanseniaspora uvarum and thus reduce the doses of sulphite. Indeed, this species is considered because of its acetic acid and methyl butyl acetate production, the latter can cover the varietal character of wines.

The chemistry of wine is notably complex and is modified by ageing of the bottles. The composition of wines is the result of vine production (under the influence of vintage, climate and soils); yeast production (under the influence of juice composition and fermentation management); lactic bacteria production (under the influence of young wine composition and malolactic fermentation management); and of the ageing process either in vats, barrels or bottles or both. The composition is linked to the quality perceived by consumers but also to their origin, sometimes associated to the “terroir” concept.

Wine tasting has been shown to provide emotions to tasters (Coste et al. 2018). How will expertise impact this emotional response? Burnham and Skilleås (2012) reported that the cultural, experiential, and aesthetic competencies characterize an expert in wine compared to a novice. Although there is no consensual definition of an aesthetic experience, Burnham and Skilleås (2012) reported that aesthetic appreciation is “disinterested, normative for others and communicable” in comparison to sensory pleasure.

In 2022, wine production was estimated at around 260 million hl. This high production rate implies to generate a large amount of by-products, which include grape pomace, grape stalks and wine lees. It is estimated that processing 100 tons of grapes leads to ~ 22 tons of by-products from which ~ 6 tons are lees [1]. Wine lees are a sludge-looking material mostly made of dead and living yeast cells, yeast debris and other particles that precipitate at the bottom of wine tanks after alcoholic fermentation. Unlike grape pomace or grape stalks, few strategies have been proposed for the recovery and valorisation of wine less [2].

A critical aspect of wine quality is the overall expression of wine flavour, which is formed by the interplay of volatile aroma compounds, their precursors, and taste and matrix components.
Grapes directly contribute to wine only a small number of potent aroma compounds, and the unique
sensory attributes and perceived quality of a wine result from combining 100s of metabolites of grapes, yeast and bacteria, and oak wood.