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…

Metabolomics for grape and wine research: exploring the contributions of amino acids to wine flavour

A critical aspect of wine quality is the overall expression of wine flavour, which is formed by the interplay of volatile aroma compounds, their precursors, and taste and matrix components.
Grapes directly contribute to wine only a small number of potent aroma compounds, and the unique
sensory attributes and perceived quality of a wine result from combining 100s of metabolites of grapes, yeast and bacteria, and oak wood.

REMEDIATION OF SMOKE TAINTED WINE USING MOLECULARLY IMPRINTED POLYMERS

In recent years, vineyards in Australia, the US, Canada, Chile, South Africa and Europe have been exposed to smoke from wildfires. Wines made from smoke-affected grapes often exhibit unpleasant smoky, ashy characters, attributed to the presence of smoke-derived volatile compounds, including volatile phenols (which occur in free and glycosylated forms). Various strategies for remediation of smoke tainted wine have been evaluated. The most effective strategies involve the removal of smoke taint compounds via the addition of adsorbent materials such as activated carbon, which can either be added directly or used in combination with nanofiltration. However, these treatments often simultaneously remove wine constituents responsible for desirable aroma, flavour and colour attributes.

WINE WITHOUT ADDED SO₂: OXYGEN IMPACT AND EVOLUTION ON THE POLYPHENOLIC COMPOSITION DURING RED WINE AGING

SO₂ play a major role in the stability and wine during storage. Nowadays, the reduction of chemical input during red winemaking and especially the removing SO₂ is a growing expectation from the consumers. Winemaking without SO₂ is a big challenge for the winemakers since the lack of SO₂ affects directly the wine chemical evolution such as the phenolic compounds as well as its microbiological stability.

OPTIMIZATION, VALIDATION AND APPLICATION OF THE EPR SPIN-TRAPPING TECHNIQUE TO THE DETECTION OF FREE RADICALS IN CHARDONNAY WINES

The aging potential of Burgundy chardonnay wines is considered as quality indicator. However, some of them exhibit higher oxidative sensitivity and premature oxidative aging symptoms, which are potentially induced by no-enzymatic oxidation such as Fenton-type reaction (Danilewicz, 2003). This chemical mechanism involves the action of transition metal, native phenolic compounds and oxygen which promote the generation of highly reactive oxygen species (ROS) such as hydroxyl radicals (OH) or 1-hydroxyethyl radicals (1-HER) from oxidation of ethanol. Such mechanism is involved in the radical oxidation occurring during bottle aging. According to Elias et al.,(2009a), the 1-HER is the most abundant radical in forced oxidation treated wines. Consequently, understanding its evolution kinetic in dry white wines is of great importance.

DEVELOPMENT OF BIOPROSPECTING TOOLS FOR OENOLOGICAL APPLICATIONS

Wine production is a complex biochemical process that involves a heterogeneous microbiota consisting of different microorganisms such as yeasts, bacteria, and filamentous fungi. Among these microorganisms, yeasts play a predominant role in the chemistry of wine, as they actively participate in alcoholic fermentation, a biochemical process that transforms the sugars in grapes into ethanol and carbon dioxide while producing additional by-products. The quality of the final product is greatly influenced by the microbiota present in the grape berry, and the demand for indigenous yeast starters adapted to specific grape must and reflecting the biodiversity of a particular region is increasing. This supports the concept that indigenous yeast strains can be associated with a “terroir”.