terclim by ICS banner
IVES 9 IVES Conference Series 9 WINE CONSUMER TRADE-OFF BETWEEN ORGANOLEPTIC CHARACTERISTICS AND SUSTAINABLE CLAIMS. AN EXPERIMENT ON RED WINES FROM BORDEAUX REGION

WINE CONSUMER TRADE-OFF BETWEEN ORGANOLEPTIC CHARACTERISTICS AND SUSTAINABLE CLAIMS. AN EXPERIMENT ON RED WINES FROM BORDEAUX REGION

Abstract

In economics, the perception of wine quality is not limited to sensorial characteristics: an indication of the region of production significantly affects the perception of quality and consumers’ WTP ([1]; [2]). However, [3] or more recently [4] show that even if a wine has an organic label, the taste of wine remains the predominant criterion in consumer preferences. The contribution of our experiment is to evaluate the impact of responsible attributes (organic label, Non Added Sulfites, HVE certification) on the appreciation of several red wines on the market. More than 280 consumers participated to the present study and they perform 25 tastings divided into 5 different sessions. 20 different red wines from Bordeaux Area are tasted.

We used sensory analysis and experimental economics techniques in order to evaluate the liking and willingness to pay of consumers, according to previous works describing this technique for wine market [5].

The main interest of this paper remains the evaluation of wine by sensorial analysis and experimental auctions. In a context of increasing responsible initiatives in the wine sector, the design and results of this study bring some insights on the important issue of consumer preferences for red wines and their trade-offs between the different wine attributes. Results show that consumer expectations for corporate responsibility labeling are growing. However, the share of consumers who actually value it is small. In addition, the sensory quality of the wine remains a primary expectation.

 

1. Bazoche, P., Combris, P., Giraud-Héraud, E., Traversac, J.-B., 2013. Willingness to Pay for Appellation of Origin: Results of an Experiment with Pinot Noir Wines in France and Germany, in: Giraud-Héraud, E., Pichery, M.-C. (Eds.), Wine Economics: Quantitative Studies and Empirical Applications, Applied Econometrics Association Series. Palgrave Macmillan UK, London, pp. 129–145. https://doi.org/10.1057/9781137289520_8
2. Combris, P., Lange, C., Issanchou, S., 2006. Assessing the Effect of Information on the Reservation Price for Champagne: What are Consumers Actually Paying for? Journal of Wine Economics 1, 75–88. https://doi.org/10.1017/S1931436100000109
3. Rahman, I., Stumpf, T., Reynolds, D., 2014. A Comparison of the Influence of Purchaser Attitudes and Product Attributes on Organic Wine Preferences. Cornell Hospitality Quarterly 55, 127–134. https://doi.org/10.1177/1938965513496314
4. Pérès, S., Giraud-Heraud, E., Masure, A.-S., Tempere, S., 2020. Rosé Wine Market: Anything but Colour? Foods 9, 1850. https://doi.org/10.3390/foods9121850
5. Becker, G., De Groot M., Marschak, J. 1964. Measuring utility by a single response sequential method. Behavioural Science, 9, 226–232.

DOI:

Publication date: February 9, 2024

Issue: OENO Macrowine 2023

Type: Article

Authors

Léa Lecomte¹, Eric Giraud-Heraud², Marine Gammacurta³, Philippe Darriet³, Sophie Tempere³, Stéphanie Peres¹

1. Univ. Bordeaux, CNRS, BSE, UMR 6060, INRAE, Bordeaux Sciences Agro, F-33600 Pessac, France
2. Univ. Bordeaux, CNRS, BSE, UMR 6060, INRAE, F-33600 Pessac, France
3. UMR Œnologie, Institut des Sciences de la Vigne et du Vin, Univ. Bordeaux, INRAE, IPB, 33882 Villenave d’Ornon, France

Contact the author*

Keywords

Experimental Economics, Consumer preferences, Willingness to pay, Sustainability

Tags

IVES Conference Series | oeno macrowine 2023 | oeno-macrowine

Citation

Related articles…

TARTARIC STABILIZATION MAY AFFECT THE COLOR AND POLYPHENOLIC COMPOSITION OF TANNAT RED WINES FROM URUGUAY

Tartrate precipitation affects the properties of wines, due to the formation of crystals that cause turbidity, even after being bottled. The forced tartaric stabilization is carried out frequently for young wines, through various physicochemical procedures. The traditional treatment for tartaric stabilization is refrigeration, but it can have a negative effect on wine’s sensory properties, and particularly on the color of red wines. The aim of this study was to evaluate the effect of different tartaric stabilization options on the color and phenolic composition of Tannat red wines from Uruguay.

Read More

UNCOVERING THE ROLE OF BERRY MATURITY STAGE AND GRAPE GENOTYPE ON WINE CHARACTERISTICS: INSIGHTS FROM CHEMICAL CHARACTERISTICS AND VOLATILE COMPOUNDS ANALYSIS

In a climate change context and aiming for sustainable, high-quality Bordeaux wine production, this project examines the impact of grape maturity levels in various cultivars chosen for their adaptability, genetic diversity, and potential to enhance wine quality. The study explores the effects on wine compo-sition and quality through sensory and molecular methods. We studied eight 14-year-old Vitis vinifera cv. grape varieties from the same area (VITADAPT plots 1 and 5): Cabernet Franc, Cabernet Sauvignon, Carmenère, Castets, Cot, Merlot, Petit Verdot, and Touriga Nacional.

Read More

CONVOLUTIONAL NEURAL NETWORK TO PREDICT GENETIC GROUP AND SULFUR TOLERANCE OF BRETTANOMYCES BRUXELLENSIS

[lwp_divi_breadcrumbs home_text="IVES" use_before_icon="on" before_icon="||divi||400" module_id="publication-ariane" _builder_version="4.20.4" _module_preset="default" module_text_align="center" module_font_size="16px" text_orientation="center"...
Read More

EXTRACTIBLE COMPOUNDS FROM MICROAGGLOMERATED CORK STOPPERS

After bottling, the wine continues to evolve during storage. The choice of the stopper is an important factor in this evolution. In addition to the oxygen permeability of the closure, the migration of stopper compounds into the wine can also have an impact on the wine organoleptic properties. Many studies have shown that transfers of volatile compounds from the stoppers into the wine can happen depending on the type of closure used (1). Moreover, when cork-made stoppers are used, the migration of phenolic compounds from the stopper into the wine can also occur (2, 3).

Read More

WHITE WINES OXIDATIVE STABILITY: A 2-VINTAGE STUDY OF CHARDONNAY CHAMPAGNE BASE WINES AGED ON LEES IN BARRELS

Ultra-premium champagne wines are characterized by a long stay on laths. The goal of the winemaker is to use all possible oenological techniques to keep the aromatic freshness of the future products. To that purpose, some champagne base wines can be aged on lees in oak barrels. However, if it is now acknowledged that such ageing practices contribute to the oxidative stability of dry white wines, no study has been done on Chardonnay champagne base wines designed for a long ageing on laths [1].

Read More