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…

MAPPING OF GAS-PHASE CO₂ IN THE HEADSPACE OF CHAMPAGNE GLASSES BY USING AN INFRARED LASER SENSOR UNDER STATIC TASTING CONDITIONS

From the chemical angle, Champagne wines are complex hydro-alcoholic mixtures supersaturated with dissolved carbon dioxide (CO₂). During the pouring process and throughout the several minutes of tasting, the headspace of a champagne glass is progressively invaded by many chemical species, including gas-phase CO₂ in large majority. CO₂ bubbles nucleated in the glass and collapsing at the champagne surface act indeed as a continuous paternoster lift for aromas throughout champagne or sparkling wine tasting [1]. Nevertheless, inhaling a gas space with a concentration of gaseous CO₂ close to 30% and higher triggers a very unpleasant tingling sensation, the so-called “carbonic bite”, which might completely perturb the perception of the wine’s bouquet.

HOW TO EVALUATE THE QUALITY OF NATURAL WINES?

The movement of Natural wines has clearly increased in the last few years, to reach a high demand from consumers nowadays. Switzerland has not been left out of this movement and has created a dedicated association in 2021. This association has the ambition to develop a specific tasting sheet for natural wines. The study of the tasting notes shows that the olfactory description of wines is recent but predominant today. But wine is a product makes to be drunk and not (just) to smell it. Based on these findings, a new 100-point tasting sheet has been developed. The main characteristics are 1) an evaluation in the mouth before the description of the olfaction, 2) to give 50% of the points on the judgment for the mouth characteristics, 3) to pejorate the visual aspects only if the wine is judged as “not drinkable” and 4) to express personal emotions.

VOLATILE AND GLYCOSYLATED MARKERS OF SMOKE IMPACT: EVOLUTION IN BOTTLED WINE

Smoke impact in wines is caused by a wide range of volatile phenols found in wildfire smoke. These compounds are absorbed and accumulate in berries, where they may also become glycosylated. Both volatile and glycosylated forms eventually end up in wine where they can cause off-flavors. The impact on wine aroma is mainly attributed to volatile phenols, while in-mouth hydrolysis of glycosylated forms may be responsible for long-lasting “ashy” aftertastes (1).

WHAT’S FUTURE FOR SANTORINI’S VITICULTURE IN THE CONTEXT OF CLIMATE CHANGE

The own-rooted vineyard of Santorini is a unique case of vineyard worldwide that is been cultivated for thousands of years. On the island’s volcanic soil, the vines are still cultivated with traditional techniques, which are adapted to the specific and extreme weather conditions that prevail on it. While climate change is a reality in the Mediterranean region, will Santorini vineyard endure its impact? The study of the traditional training systems, techniques and vine density, as well as the application of sustainable solutions (cover crops and use of kaolin etc.) revealed sustainable methods for the adaptation of the local viticulture to new climatic phenomena that tend to be more and more frequent in the region due to climate change.

EFFECTS OF BIODYNAMIC VINEYARD MANAGEMENT ON GRAPE RIPENING MECHANISMS

Biodynamic agriculture, founded in 1924 by Rudolph Steiner, is a form of organic agriculture. Through a holistic approach, biodynamic agriculture seeks to preserve the diversity of agriculture and the existing interactions between the mineral world and the different components of the organic world. Biodynamic grape production involves the use of composts, herbal teas and mineral preparations such as 500, 501 and CBMT.
Several scientific studies have provided evidence on the effects of biodynamic farming on the soil, the plant and the wine. Numerous empirical opinions of wine growers support the existence of differences brought by such a management.