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…

SENSORY CHARACTERIZATION OF COGNAC EAUX-DE-VIE AGED IN BARRELS REPRESENTING DIFFERENT TOASTING PROCESS

Cognac is an outstanding french wine spirit appreciated around the world and produced exclusively in the Nouvelle-Aquitaine region, and more precisely in the Cognac area. According to AOC regulations (Appellation D’origine Controlée), the spirit required at least 2 years of continuous ageing in oak barrels to be granted the title of Cognac. The oak wood will import color, structure and organoleptic complexity. The different steps during barrel-making process, such as seasoning and toasting, influence the above quality attributes in both wines and spirits.

Read More

EFFECTS OF DIFFERENT PRUNING TYPES ON CHARENTE UGNI BLANC GRAPE AND WINE QUALITY

Since the use of sodium arsenite was banned in 2001, Grapevine Trunk Diseases (GTDs) have become even more widespread increasing (1).To avoid pathogen entry, pruning, an age-old practice, is increa- singly coming to the fore. As the vine is a liana (2), any excessive woody proliferation has to be stopped. This can preserve grapevine life, provided it does not damage the diaphragm.

Read More

PHENOLICS DYNAMICS OF BERRIES FROM VITIS VINIFERA CV SYRAH GRAFTED ON TWO CONTRASTING ROOTSTOCKS UNDER COMBINED SALINITY AND WATER STRESSORS AND ITS EFFECT ON WINE QUALITY

Wine regions are getting warmer as average temperatures continue raising affecting grape growth, berry composition and wine production. Berry quality was evaluated in plants of Vitis vinifera cv Syrah grafted on two rootstocks, Paulsen (PL1103) and SO4, and grown under two salinity concentrations (LS:0.7dS/m and HS:2.5dSm-1) in combination with two irrigation regimes (HW:133% and CW:100%), being the seasonal water application 483mm (control, 100%). Spectrophotometer measurements from berry skin during veraison and harvest stages and from “young” wine samples, were indicative of the stressors effect and the mediation of the rootstocks. At veraison (i) total phenolics content were high under LSHW (0.7dSm-1 and high water conditions) for SO4 and PL1103.

Read More

CHARACTERISTIC EXTRACTION OF THE PHENOL COMPOUNDS IN KOSHU (VITIS VINIFERA CV.) WINE DURING THE MACERATION

Koshu is one of the indigenous grape variety that has been grown in Japan for more than one thousand years. Recent research showed that it has 70% of Vitis vinifera genes. In 2010, the Koshu variety was included in ‘International List of Vine and Varieties and their Synonyms’ managed by the ‘International Organisation of Vine and Wine’ and has further fueled its popularity in Japan. It is the most cultivated variety for winemaking in Japan.
Koshu berries have light purple skins. The variety is mainly used to produce white wines such as an aromatic wine and a wine produced by sur lie method although various styles are produced.

Read More

MOVING FROM SULFITES TO BIOPROTECTION: WHICH IMPACT ON CHARDONNAY WINE?

Over the last few years, several tools have been developed to reduce the quantity of sulfites used during winemaking, including bioprotection. Although its effectiveness in preventing the development of spoilage microorganisms has been proven, few data are available on the impact of sulfite substitution by bioprotection on the final product. The objective of this study was therefore to characterize Chardonnay wines with the addition of sulfite or bioprotection in the pre-fermentation stage. The effects of both treatments on resulting matrices was evaluated at several scales: analysis of classical oenological parameters, antioxidant capacity, phenolic compounds, non-volatile metabolome and sensory profile.

Read More