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…

Overhead spray water treatment as a mitigation strategy for reducing vine stress and preserving grape quality during heatwaves

Changes in climate have been influencing the quality of wine grapes worldwide. The impact of extreme climate events over short periods is increasingly recognized as a serious risk to grape quality and yield quantity. In this study the mitigation effects of a pulsed water spray on vine canopy during heatwave events has been evaluated for maintaining vine condition during the growing season and grape quality. Vines of three varieties (Malbec, Bonarda, and Syrah) under drip irrigation in the UNCuyo experimental vineyard were treated with an overhead pulsed water spray.

Read More

ASSESSMENT OF GRAPE QUALITY THROUGH THE MONITORING OFPHENOLIC RIPENESS AND THE APPLICATION OF A NEW RAPID METHOD BASED ON RAMAN SPECTROSCOPY

The chemical composition of grape berries at harvest is one of the key aspects influencing wine quality and depends mainly on the ripeness level of grapes. Climate change affects this trait, unbalancing technological and phenolic ripeness, and this further raises the need for a fast determination of the grape maturity in order to quickly and efficiently determine the optimal time for harvesting. To this end, the characterization of variety-specific ripening curves and the development of new and rapid methods for determining grape ripeness are of key importance.

Read More

ENRICHMENT OF THE OENOLOGICAL MALDI-TOF/MS PROTEIN SPECTRA DATABASE FOR RELIABLE OENOLOGICAL YEAST AND BACTERIA IDENTIFICATION

The Matrix Assisted Laser Desorption/Ionization–Time-Of-Flight Mass Spectrometry (MALDI-TOF MS) technology is commonly used in food and medical sector to identify yeast or bacteria species isolated from a nutritive culture media. Since a decade, brewery and oenology industries have been attracted to this method which combines fast analysis times, reliability and low cost of analysis. Briefly, this method is based on the comparison of the MALDI-TOF/MS protein spectra of an isolated colony of yeast or bacteria with those contain in a manufacturer’s reference protein spectra database. Initiated in 2015, the creation of the first oenological mass spectra database has proved to be essential for increase quality of species identification.

Read More

LARGE SURVEY OF THE CHEMICAL COMPOSITION OF WINES RESULTING OF THE PRESSING OF RED WINE MARC. FIRST RESULTS

In the Bordeaux vineyards, press red wine represents about 15% of the volume of wines. Valuing this large volume of press wine is necessary from an economic point of view, of course, but also because of their organoleptic contribution to the blend. Nevertheless, there is a lack of recent knowledge on the composition of press wines. This work aims to establish an initial assessment of their composition (aromatic and polyphenolic) and to set up hypothesis on to the links with their sensorial identity.

Read More

ADDITION OF OAK WOOD ALTERNATIVE PRODUCTS: QUALITATIVE AND SENSORIAL EFFECTS FOR A WHITE WINE OF ALIGOTE

Wines matured in contact with wood are extremely popular with consumers all over the world. Oak wood allows the organoleptic characteristics of wine to be modified. Wines are enriched with volatile and non-volatile compounds extracted from the wood. The aromas extracted from oak wood contribute to the construction of the wine’s aromatic profile and the main polyphenols extracted can modify taste perceptions such as astringency and bitterness. All the compounds extracted from the wood thus contribute to the balance and quality of the wines.

Read More