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…

EFFECT OF MICRO-OXYGENATION IN COLOR OF WINES MADE WITH TOASTED VINE-SHOOTS

The use of toasted vine-shoots (SEGs) as an enological tool is a new practice that seeks to improve wines, differentiating them and encouraging sustainable wine production. The micro-oxygenation (MOX) technique is normally combined with alternative oak products with the aim to simulate the oxygen transmission rate that takes place during the traditional barrel aging. Such new use for SEGs implies a reduction in color due to the absorption by the wood of the responsible compounds, therefore, given the known effect that MOX has shown to have on the modification of wine color, its use together with the SEGs could result in an interesting implementation with the aim to obtain final wines with more stable color over time.

VOLATILE COMPOSITION OF WINES USING A GC/TOFMS: HS-SPME VS MICRO LLE AS SAMPLE PREPARATION METHODOLOGY

Wine aroma analysis can be done by sensorial or instrumental analysis, the latter involving several me-thodologies based on olfactometric detection, electronic noses or gas chromatography. Gas Chromatography has been widely used for the study of the volatile composition of wines and depending on the detection system coupled to the chromatographic system, quantification and identification of individual compounds can be achieved.

TOWARDS THE SHELF-LIFE PREDICTION OF OLD CHAMPAGNE VINTAGES DEPENDING ON THE BOTTLE CAPACITY

Today, nearly one billion bottles of different sizes and capacities are aging in Champagne cellars while waiting to be put on the market. Among them, several tens of thousands of prestigious cuvees elaborated prior the 2000s are potentially concerned by prolonged aging on lees. However, when it comes to champagne tasting, dissolved CO₂ is a key compound responsible for the very much sought-after effer-vescence in glasses [1]. Yet, the slow decrease of dissolved CO₂ during prolonged aging of the most prestigious cuvees raises the issue of how long a champagne can age before it becomes unable to form CO₂ bubbles during tasting [2].

EFFECTS OF INDUCED SUNBURN DAMAGES ON WHITE WINE PROPERTIES

Climate change is a great challenge for the environment and affects the wine industry as well. Sunburn damage of sensitive grapes increase with severe heat periods. Besides significant loss of yield sunburn, modifies sensory properties of the wines and may cause climate-related off-flavours. To initiate sunburn in a controlled way, in 2021 sunburn was directly induced in the vineyard with the GrapeBurner device, exposing grapes of the varieties Riesling and Pinot Blanc with UV and IR radiation. This device was first assembled by Kai Müller of the university in Geisenheim and consists of a carriage with 6 UV/IR lamps. A 15 min irradiation was applied in early September at 60°Oe. Due to the colder season in 2021 the grapes were not harmed by previous sunburn damage.

NEW INSIGHTS INTO THE EFFECT OF TORULASPORA DELBRUECKII/SACCHAROMYCES CEREVISIAE INOCULATION STRATEGY ON MALOLACTIC FERMENTATION PERFORMANCE

Winemaking is influenced by micro-organisms, which are largely responsible for the quality of the product. In this context, Non-Saccharomyces and Saccharomyces species are of great importance not only because it influences the development of alcoholic fermentation (AF) but also on the achievement of malolactic fermentation (MLF). Among these yeasts, Torulaspora delbrueckii allows in sequential inoculation with strains of S. cerevisiae shorter MLF realizations [5] . Little information is available on the temporal effect of the presence of T. delbrueckii on (i) the evolution of AF and (ii) the MLF performance.