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…

ANALYZING THE ROLE OF ELEMENTAL SULFUR IN GRAPE JUICE ON THE DEVELOPMENT OF POLYFUNCTIONAL MERCAPTANS IN SAUVIGNON BLANC WINES

Sauvignon blanc is characterized by distinctive aromas, both fruity and herbaceous. The “green” character has been attributed to the methoxypyrazines, while the “fruity” character is associated with polyfunctional mercaptans . Polyfunctional mercaptans are of great significance due to their high impact on wines and associated low perception thresholds.
Elemental sulfur (S⁰) is widely used to protect grapevines from powdery mildew.

Read More

DETERMINATION OF MINERAL COMPOSITION IN CV. TERAN (VITIS VINIFERA L.) RED WINE AFFECTED BY PRE-FERMENTATIVE MASH COOLING, HEATING, SAIGNÉE TECHNIQUE AND PROLONGED POST-FERMENTATIVE MACERATIONS

This study aimed to determine mineral composition in red wine obtained from cv. Teran (Vitis vinifera L.), autochtonous Croatian grape variety. Six different vinification treatments, including the control treatment (7-day standard maceration), were performed to study the effects of: 48-hour pre-fermentative mash cooling (8 °C) followed by prolonged post-fermentative maceration of 13 days (C15), 28 days (C30), and saignée technique (juice runoff) proceeded with prolonged post-fermentative maceration of 13 days (CS15); and effect of 48-hour heating (50 °C) followed by prolonged post-fermentative maceration of 13 days (H15) and 28 days (H30) on macro- and microelements in wine.

Read More

IMPACT OF THE WINES’ QUALITY ON THE WINE DISTILLATES’ ORGANOLEPTIC PROFILE

Brandy de Jerez (BJ) is a spirit drink made exclusively from spirits and wine distillates and is characterized by the use of casks for aging that previously contained Sherries. The quality and sensory complexity of BJ depend on the raw materials and some factors: grape variety, conditions during processing the wine and its distillation, as well as the aging in the cask. Therefore, the original compounds of the grapes from which it comes are of great interest (1 y 2) being in most cases the Airén variety. Their relationship with the quality of the musts and the wines obtained from them has been studied (3) and varies each year of harvest depending on the weather conditions (4).

Read More

INVESTIGATION OF FILM COATINGS AS A PROTECTIVE LAYER IN REDUCING THE ABSORPTION OF SMOKE PHENOLS INTO PINOT NOIR GRAPES

Wine grapes exposed to wildfire smoke have resulted in wines with burnt and ashy sensory characteristics¹, that are undesirable qualities in wine. In extreme wildfire events, this can lead to total loss of grape crop. Currently there are no effective solutions in the market to prevent the uptake of smoke compounds into grapes. In this study, previously developed innovative film coatings were tested to analyze their effectiveness in reducing smoke phenol absorption². Four different cellulose nanofiber-based film types were investigated.

Read More

FACTORS AFFECTING QUERCETIN SOLUBILITY IN SANGIOVESE RED WINE: FIRST RESULTS

Quercetin (Q) is present in grape in form of glycosides and as aglycone. These compounds are extracted from grape skins during winemaking. In wines, following the hydrolysis reactions, the amount of quercetin aglycon can exceed its solubility value. Unfortunately, a threshold solubility concentration for quercetin in wine is not easy to determine because it depends on wine matrix (Gambuti et al., 2020).

Read More