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

It is well known that the vinification of grapes at full maturation can produce rich, full-bodied wines, with intense and complex flavour profiles. However, the juice obtained from such grapes may have very high sugar concentration, resulting in wines with an excessive concentration of ethanol. In addition, the decoupling between technological maturity and phenolic/aromatic one due to global warming, exacerbates this problem in some wine-growing regions. In parallel with the increase of the mean alcohol content of wines on the market, also the demand for reduced alcohol beverages has increased in recent years, mainly as a result of health and social concerns about the risks related to the consumption of alcohol.

Kalecik Karası is a domestic grape variety of Turkey, originating from Kalecik district, 80 km from Ankara. Although there is no definite evidence, it is known that it was used in wine production by many civilizations that lived in the Anatolian region, especially the Hittites. Compared to other black wine grapes, it stands out with its low tannin content, rich fruity aroma and complex structure. In good vintages, red fruits such as strawberries, cherries and raspberries stand out in the aroma profile. Although its structure is elegant, it has the potential to age and develop similar to the ‘Pinot Noir’ wine of the Burgundy region. This offers a complex aroma structure including red flowers, earth and ripe fruits.

This paper focuses on how taste in wine (and other foods) changes and the implications of this process
for producers and merchants.
It draws primarily on the changing taste of and taste for champagne in Britain in the 19th century. Between 1850 and 1880 champagne went from a dosage level of around 20% (20 grams sugar / litre) to 0%. Champagne became the ‘dinner wine of the elite – drunk with roast meat and savoury dishes.
Contemporaries accepted that while most people could distinguish the taste of good champagne from that of bad, very few could distinguish very good from good.

The use of toasted vine-shoots (SEGs) as an enological tool is a new practice that seeks to improve wines, differentiating them and encouraging sustainable wine production. The micro-oxygenation (MOX) technique is normally combined with alternative oak products with the aim to simulate the oxygen transmission rate that takes place during the traditional barrel aging. Such new use for SEGs implies a reduction in color due to the absorption by the wood of the responsible compounds, therefore, given the known effect that MOX has shown to have on the modification of wine color, its use together with the SEGs could result in an interesting implementation with the aim to obtain final wines with more stable color over time.

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.