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…

VOLATILE, PHENOLIC AND COLORIMETRIC CHARACTERIZATION OF THREE DIFFERENT LAMBRUSCO APPELLATIONS

Lambrusco is a commercially successful sparkling red and rosé wine. With 13.06 million litres sold in 2021 was the second best-selling Italian wine after Chianti. According to National Catalogue of Vine Varieties there are thirteen Lambrusco Varieties with which to date are produced seven PDO wines. Among these, “Lambrusco Salamino di Santa Croce”, “Lambrusco Grasparossa di Castelvetro” and “Lambrusco di Sorbara” are the only ones that can be considered mono-varietal appellations, all located in Modena area. The PDOs contemplate the possibility of producing wines by secondary fermentation either in tank (Charmat method), or in bottle (Classico method). Sur lie is a third method commonly employed for Lambrusco, similar to the Classico method, from which differs for the absence of disgorgement.

HOW OXYGEN CONSUMPTION INFLUENCES RED WINES VOLTAMMETRIC PROFILE

Phenolic compounds play a central role in sensory characteristics of wine, such as colour, mouthfeel, flavour and determine its shelf life. Furthermore, the major non-enzymatic wine oxidation process is due to the catalytic oxidation of phenols in quinones. Due their importance, during the years have been developed different analytical methods to monitor the concentration of phenols in wine, such as Folin-Ciocalteu method, spectrophotometric techniques and HPLC. These methods can also be used to follow some oxidation-related chemical transformations.

INCREASING PINOT NOIR COLOUR DENSITY THROUGH SEQUENTIAL INOCULATION OF FLOCCULENT COMMERCIAL WINE YEAST SPECIES

Vitis vinifera L. cv. Pinot noir can be challenging to manage in the winery as its thin skins require careful handling to ensure sufficient extraction of wine colour to promote colour stability during ageing.1 Literature has shown that fermentation with flocculent yeasts can increase red wine colour density.2 As consumers prefer greater colour density in red wines,3 the development of tools to increase colour density would be useful for the wine industry. This research explored the impact of interspecies sequential inoculation and co-flocculation of commercial yeast on Pinot noir wine colour.

PINKING PHENOMENA ON WHITE WINES: RELATION BETWEEN PINKING SUSCEPTIBILITY INDEX (PSI) AND WINE ANTHOCYANINS CONTENT

Pinking is the emergence of pink tones in white wines exclusively produced from white grape varieties, known as pinking phenomena for many years. Pinking is essentially appeared when white wines are produced under reducing conditions [1,2,3]. Pinking usually occurs after bottling and storage of white wines, but its appearance has also been described after alcoholic fermentation or even as soon as the grape must is extracted [4]. Therefore, the purpose of this work was to investigate the existence of an-thocyanins in white wines made from different white grape varieties and grown locations and critically evaluate the most common method used for predicting pinking appearance in white wines: the Pinking Susceptibility Index (PSI).

FLAVANOL COMPOSITION OF VARIETAL AND BLEND WINES MADE BEFORE AND AFTER FERMENTATION FROM SYRAH, MARSELAN AND TANNAT

Background: The Flavan-3-ol extraction from grape skin and seed during red-winemaking and their retention into wines depend on many factors, some of which are modified in the winemaking of blend wines. Recent research shows that Marselan, have grapes with high proportion of skins with high concentrations of flavanols, but produces red-wines with low proportion of skin derived flavanols, differently to the observed in Syrah or Tannat. But the factors explaining these differences are not yet understood.