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…

CHANGES IN CU FRACTIONS AND RIBOFLAVIN IN WHITE WINES DURING SHORT-TERM LIGHT EXPOSURE: IMPACTS OF OXYGEN AND BOTTLE COLOUR

Copper in white wine can be associated with Cu(II) organic acids (Cu fraction I), Cu(I) thiol species (Cu fraction II), and Cu sulfides (Cu fraction III). The first two fractions are associated with the repression of reductive aromas in white wine, but these fractions gradually decrease in concentration during the normal bottle aging of wine. Although exposure of white wine to fluorescent light is known to induce the accumulation of volatile sulfur compounds, causing light-struck aroma, the influence on the loss of protective Cu fractions is uncertain. Riboflavin is known to be a critical initiator of photochemical reac-tions in wine, but the rate of its decay under short-term light exposure in different coloured bottles and for wine of different oxygen concentrations is not well understood.

ASSESSMENT OF ‘DOLCETTO’ GRAPES AND WINES FROM DIFFERENT AREAS OF OVADA DOCG

Dolcetto (Vitis vinifera L.) is one of the traditionally cultivated varieties in Piedmont (north-east Italy). Dolcetto wines have long been associated with local consumption and they are little known internationally. In particular, the Ovada area (south-east Piedmont), even if it represents a small share of the regional PDO Dolcetto production, is one of the oldest and vocated territory, giving wine also suitable for aging. In this study, the basic composition and phenolic content of Dolcetto grapes for Ovada DOCG wines have been investigated in three different vintages (2020-2022), as well as the main aspects of the derived commercial and experimental wines (basic parameters, phenolics, volatile compounds, sensory properties).

BORDEAUX RED WINES WITHOUT ADDED SULFITES SPECIFICITIES: COMPOSITIONAL AND SENSORY APPROACHES TOWARDS HIGHLIGHTING AND EXPLAI-NING THEIR SPECIFIC FRUITINESS AND COOLNESS

With the development of naturality expectations, wines produced without any addition of sulfur dioxide (SO₂) become very popular for consumers and such wines are increasingly present on the market. Recent studies also showed that Bordeaux red wines without added SO₂ could be differentiated from a sensory point of view from similar wines produced with SO₂¹. Thus, the aim of the current study was to characterize from a sensory point of view, specific aromas of wines without added SO₂ and to identify compounds involved.

PERCEPTUAL INTERACTIONS PHENOMENA INVOLVING VARIOUS VOLATILE COMPOUND FAMILIES LINKED TO SOME FRUITY NOTES IN BORDEAUX RED WINES

Fruity notes play a key role in the consumer’s appreciation of Bordeaux red wines. If literature provides a lot of knowledge about the nature of volatile compounds involved in this fruity expression, the sensory phenomena involving these compounds in mixture still need to be explored. Considering previous sensory works about the impact of esters and some overripening compounds, the goal of this work was to study the implication of perceptual interactions involving red wine odorant compounds of diverse origins and described as potentially affecting fruity aromatic expression.

NOVEL BENZENETHIOLS WITH PHENOLS CAUSE ASHY, SMOKE FLAVOR PERCEPTION IN RED WINES

Smoke impacts on wines are becoming a worldwide problem; the size and severity of wildfires increasing due to influences from changing climates.¹ For over a century, wines have been known to have a unique issue of absorbing chemical compounds derived from wildfire smoke wherein the flavor of the subsequent wine becomes ashy, rubbery, campfire-like, and smoky.² The economic impacts of a smoke-impacted wine can last for years depending on the grape varietal, costing Oregon and Washington states in the United States over a billion dollars from the 2020 wildfires, as an example.³ While years of research have indicated elevated concentrations of smoke-related compounds, such as guaiacol and syringol, in wines after smoke events, unfortunately, replicating the sensory experience using smoke-associated phenols has not had much success.⁴