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…

EVALUATION OF INDIGENOUS SACCHAROMYCES CEREVISIAE ISOLATES FOR THEIR POTENTIAL USE AS FERMENTATION STARTERS IN ASSYRTIKO WINE

Assyrtiko is a rare ancient grape variety that constitutes one of the most popular in Greece. The objective of the current research was to evaluate indigenous Saccharomyces cerevisiae isolates as fermentation starters and also test the possible strain impact on volatile profile of Assyrtiko wine. 163 S. cerevisiae isolates, which were previously selected from spontaneous alcoholic fermentation, were identified at strain level by interdelta-PCR genomic fingerprinting. Yeasts strains were examined for their fermentative capacity in laboratory scale fermentation on pasteurized Assyrtiko grape must.

Read More

Microbial ecosystems in wineries – molecular interactions between species and modelling of population dynamics

Microbial ecosystems are primary drivers of viticultural, oenological and other cellar-related processes
such as wastewater treatment. Metagenomic datasets have broadly mapped the vast microbial species
diversity of many of the relevant ecological niches within the broader wine environment, from vineyard
soils to plants and grapes to fermentation. The data highlight that species identities and diversity
significantly impact agronomic performance of vineyards as well as wine quality, but the complexity
of these systems and of microbial growth dynamics has defeated attempts to offer actionable
tools to guide or predict specific outcomes of ecosystem-based interventions.

Read More

WINE AS AN EMOTIONAL AND AESTHETIC OBJECT: IMPACT OF EXPERTISE

Wine tasting has been shown to provide emotions to tasters (Coste et al. 2018). How will expertise impact this emotional response? Burnham and Skilleås (2012) reported that the cultural, experiential, and aesthetic competencies characterize an expert in wine compared to a novice. Although there is no consensual definition of an aesthetic experience, Burnham and Skilleås (2012) reported that aesthetic appreciation is “disinterested, normative for others and communicable” in comparison to sensory pleasure.

Read More

YEAST LEES OBTAINED AFTER STARMERELLA BACILLARIS FERMENTATION AS A SOURCE OF POTENTIAL COMPOUNDS TO IMPROVE SUSTAINABILITY IN WINE- MAKING

The yeast residue left over after wine-making, known as wine yeast lees, is a source of various compounds that are of interest for wine and food industry. In winemaking, yeast-derived glycocompounds and proteins represent an example of circular economy approach since they have been proven to reduce the need for bentonite and animal-based fining agents. This leads to a reduced environmental impact in the stabilization and fining processes in winemaking. (de Iseppi et al., 2020, 2021).

Read More

EFFECT OF DIFFERENT VITICULTURAL AND ENOLOGICAL PRACTICES ON THE PHENOLIC COMPOSITION OF RED WINES

Global climate change is exerting a notable influence on viticulture sector and grape composition. The increase in temperature and the changes in rainfall pattern are causing a gap between phenolic and technological grape maturities [1]. As a result, the composition of grapes at harvest time and, consequently, that of wines are being affected, especially with regards to phenolic composition. Hence, wine quality is decreasing due to changes in the organoleptic properties, such as color and astringency, making necessary to implement new adaptive technologies in wineries to modulate these properties in order to improve wine quality.

Read More