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…

UNRAVELLING THE ROLE OF LACTIC ACID BACTERIA ON SPARKLING WINE ELABORATION THROUGH METABOLOMICS APPROACH

Xinomavro is a red grape variety from Northern Greece (Protected Designation of Origin), known for the nice acidities, perfectly appropriate for sparkling wine production (Rosé and Blanc de Noir). The elabo- ration of sparkling wine requires technical as well as scientific skills. Although the impact of the yeast strains and their metabolites on the final product quality is well documented, the action of bacteria still remains unknown.
The present work focuses (i) on the population diversity of lactic acid bacteria isolated from sparkling wines and (ii) on the technological effect of the species during sparkling wine elaboration.

PREVALENCE OF OAK-RELATED AROMA COMPOUNDS IN PREMIUM WINES

Barrel fermentation and barrel-ageing of wine are commonly utilised practices in premium wine production. The wine aroma compounds related to barrel contact are varied and can enhance a range of wine aromas and flavours, such as ‘struck flint’, ‘caramel’, ‘red berry’, ‘toasty’ and ‘nutty’, as well as conventional oaky characters such as ‘vanilla’, ‘spice’, ‘smoky’ and ‘coconut’. A survey of commercially produced premium Shiraz, Cabernet Sauvignon, Pinot Noir and Chardonnay wines was conducted, assessing the prevalence of compounds that have been proposed as barrel-ageing markers¹ including oak lactones, volatile phenols, furanones, aldehydes, thiazoles2,3, phenylmethanethiol⁴ and 2-furylmethanethiol.⁵

INSIGHT THE IMPACT OF GRAPE PRESSING ON MUST COMPOSITION

The pre-fermentative steps play a relevant role for the characteristics of white wine [1]. In particular, the grape pressing can affect the chemical composition and sensory profile and its optimized management leads to the desired extraction of aromas and their precursors, and phenols resulting in a balanced wine [2-4]. These aspects are important especially for must addressed to the sparkling wine as appropriate extraction of phenols is expected being dependent to grape composition, as well.

THE ODORIFEROUS VOLATILE CHEMICALS BEHIND THE OXIDATIVE AROMA DEGRADATION OF SPANISH RED WINES

It is a well-established fact that premature oxidation is noxious for wine aromatic quality and longevity. Although some oxidation-related aroma molecules have been previously identified, there are not works carrying out systematic research about the changes in the profiles of odour-active volatiles during wine oxidation.

METHYL SALICYLATE: A TRENDY COMPOUND MARKER OF ZELEN, A UNIQUE SLOVENIAN VARIETY

The wine market interest for autochthonous varieties, particularly from less known wine regions, has significantly raised in the past few years. In that context, Slovenia, a small country from central Europe with a long winemaking tradition, is getting more and more attention, particularly through its range of unique regional varieties. Among them, Zelen, meaning “green” in Slovene, can only be found in the Vipava valley region, located on the western side of the country, near the border with Italy. When they are young, Zelen wines display very singular aromas reminiscent of rosemary, sage and white fruit. Despite its uniqueness, Zelen wine aromatic typicality is poorly documented in the literature.