Terroir 2020 banner
IVES 9 IVES Conference Series 9 Terroir in Tasting: A sensory approach for marketing fine Australian wines of provenance as memorable experiences

Terroir in Tasting: A sensory approach for marketing fine Australian wines of provenance as memorable experiences

Abstract

Aims: Establishing an image of fine wine through the Geographical Indication (GI) system is of interest to the Australian wine sector. Beyond provenance, the sensory experience of fine wine is often linked to consumption with appropriate foods. For this purpose, studies were undertaken to understand consumer perceptions of what constitutes a fine wine, which sensory and chemical factors may define fine Australian Chardonnay and Shiraz wines from various regions, the sensory attributes driving appropriate food and wine pairings, and how these relate to consumer perceptions of provenance, the overall consumer experience and memorability. 

Methods and Results: An online survey was conducted with Australian wine consumers (n = 349) to generate a consumer driven definition of fine Australian wine (FAW) based on sensory attributes, grape variety, wine region, label information, and food pairing, and to assess how that definition differs as a function of consumer wine involvement. Overall, consumers valued provenance, and highly involved wine Enthusiasts appeared to utilise more information and had broader sensory vocabularies than Aspirant and No Frills consumers. Exploring the regional typicality of commercially available FAW, Chardonnay wines (2015 vintage) from Margaret River (n = 16) and Yarra Valley (n = 16); and Shiraz wines (2014 vintage) from Barossa Valley (n = 16) and McLaren Vale (n = 15), were selected for descriptive sensory analysis and underwent profiling of volatiles by gas chromatography-mass spectrometry. For both grape varieties, there was large variability in wine styles within the same GI, meaning winemaking intervention is important for regional/sub-regional typicality, which therefore cannot be determined solely on geographic origin of the fruit. Nonetheless, a combination of sensory markers and volatile profiles allowed the building of regional typicality models, although consumers may not perceive subtle sub-regional differences in sensory attributes. The food and wine pairing-related gastronomic experiences were explored under blind and informed (wine provenance) conditions. Based on descriptive analyses, specific food and wine pairings (n = 8) were selected for consumer tastings (n = 151), which explored the pre-consumption, core-consumption, and post-consumption experiences in relation to the sensory profiles of the pairings. During core-consumption, information level significantly impacted ratings for sensory complexity and a range of emotions. Appropriate pairings corresponded with increased liking, sensory complexity, and expected prices for wine, and evoked emotions of positive valence. In the post-consumption experience, information level affected the vividness of the tasting, whereas the most appropriate pairings commanded significant vividness, remembered liking, memorability, and loyalty ratings.

Conclusion: 

Although regional typicality can be modelled using volatile composition and sensory attributes, consumers may not perceive these differences in tasting. The results from this study of sensory profiles and preferred food pairings for FAW from several regions can help the wine production, marketing and hospitality sectors tailor their services and communications to incorporate fine wines in their region-specific marketing. Consequently, appropriate food and wine pairings may be an important marketing strategy to develop and promote provenance and positive gastronomic experiences, and using a Wine:Food strategy, rather than wine alone, could provide wine businesses with higher customer satisfaction and spending

DOI:

Publication date: March 25, 2021

Issue: Terroir 2020

Type : Video

Authors

Marcell Kustos1*, David W. Jeffery1, Steven Goodman2, Hildegarde Heymann3, Susan E.P. Bastian1

1School of Agriculture, Food and Wine, The University of Adelaide (UA), Waite Research Institute, PMB 1, Glen Osmond, South Australia 5064 Australia
2Business School, The University of Adelaide, South Australia 5005 Australia
3Department of Viticulture and Enology, University of California at Davis, One Shields Avenue, Davis, CA 95616-5270, USA

Contact the author

Keywords

Wine attributes, sensory memory, food pairing, emotion measurement, wine marketing, wine business

Tags

IVES Conference Series | Terroir 2020

Citation

Related articles…

Sustaining wine identity through intra-varietal diversification

With contemporary climate change, cultivated Vitis vinifera L. is at risk as climate is a critical component in defining ecologically fitted plant materiel. While winegrowers can draw on the rich diversity among grapevine varieties to limit expected impacts (Morales-Castilla et al., 2020), replacing a signature variety that has created a sense of local distinctiveness may lead to several challenges. In order to sustain wine identity in uncertain climate outcomes, the study of intra-varietal diversity is important to reflect the adaptive and evolutionary potential of current cultivated varieties. The aim of this ongoing study is to understand to what extent can intra-varietal diversity be a climate change adaptation solution. With a focus on early (Sauvignon blanc, Riesling, Grolleau, Pinot noir) to moderate late (Chenin, Petit Verdot, Cabernet franc) ripening varieties, data was collected for flowering and veraison for the various studied accessions (from conservatory plots) and clones. For these phenological growing stages, heat requirements were established using nearby weather stations (adapted from the GFV model, Parker et al., 2013) and model performances were verified. Climate change projections were then integrated to predict the future behaviour of the intra-varietal diversity. Study findings highlight the strong phenotypic diversity of studied varieties and the importance of diversification to enhance climate change resilience. While model performances may require improvements, this study is the first step towards quantifying heat requirements of different clones and how they can provide adaptation solutions for winegrowers to sustain local wine identity in a global changing climate. As genetic diversity is an ongoing process through point mutations and epigenetic adaptations, perspective work is to explore clonal data from a wide variety of geographic locations.

The combined effects of climate, soils, and deficit irrigation on yield and quality of Touriga Nacional under high atmospheric demand in the Douro Region

Global warming is one of the biggest environmental, social and economic threats in several viticultural regions. In the Douro Valley, changes are expected in the coming years, namely an increase in temperature and a decrease in precipitation. These changes are likely to have consequences for the production and quality of wine.
The aim of this study was to explore the effects of different soil characteristics combined with several deficit irrigation strategies, managed throughout ETc references and predawn leaf water potentials thresholds, on physiology, yield, and qualitative attributes on the Touriga Nacional variety under years of mild to severe water and heat stress.
The studies were conducted over seven years (2015 to 2021) in two plots of a commercial vineyard located at Quinta do Ataíde (Symington Family Estates) planted in 2011 and 2014 at 170 meters elevation, growing under three water regimes: non-irrigated (NI) and two deficit irrigation strategies (30% and 60% ETc) assessed weekly by Ψpd. The site has an annual rainfall below 500 mm, with high atmospheric demand. Climate data was collected from a weather station, located on site. Berry ripening was followed weekly for fruit analysis. At harvest, yield, vigour and pruning weight per vine were determined from 90 vines by treatment. Each season at veraison the NDVI Index was accessed by a drone. The soils physic-chemistry in the experimental blocs were analysed and grouped by SWHC. Delta C-13 analyses were also performed per treatment in two years.Irrigation had a positive effect on yield per vine, mostly due to an increase in berry and cluster weight, and fertility index through the years. A significant increase in sugar content, colour and phenols was observed with deficit irrigation in some years, but vine vigour related to soil characteristics had by far the greatest impact on quality.

Soil quality in Beaujolais vineyard. Importance of pedology and cultural practices

A pedological study was carried out from 2009 to 2017 in Beaujolais vineyard, to improve physical and chemical knowledge of soils. It was completed in 2016 and 2017 by the current study, dealing with microbial aspects, in order to build a reference frame for improved advice in soil management. Microbial biomass was measured on representative plots of the six most common soil types identified in Beaujolais and, for each soil type, on plots with different levels of the main impacting parameters: total organic carbon, pH, cation exchange capacity, extractable copper. A total of 59 soil samples were collected. Confirming the results of various trials carried out in Beaujolais over the past 20 years, the results of the present study showed that the soils were still alive, but exhibited a large variability of biological parameters, which appeared dependant on both pedological and anthropic factors. Therefore, a good interpretation of biological parameters and advice for vine growers must rely on a pedologically-based referential with differentiated main driving factors. For example, the control of pH is of primary importance in granitic soils and in no way organic matter addition can improve soil quality if pH is too low. Conversely, in calcareous soils, biological parameters are more directly affected by direct or indirect (cover crops for example) inputs of organic matter. The use of biological parameters, such as microbial biomass, is of great potential value to improve advice on agro-viticultural practices (soil management, fertilization, liming, etc.), basis of a sustainable wine production on fragile soils.

Ecophysiological performance of Vitis rootstocks under water stress

The use of rootstocks tolerant to soil water deficit is an interesting strategy to cope with limited water availability. Currently, several nurseries are breeding new genotypes, but the physiological basis of its responses under water stress are largely unknown. To this end, an ecophysiological assessment of the conventional 110-Richter (110R) and SO4, and the new M1 and M4 rootstocks was carried out in potted ungrafted plants. During one season, these Vitis genotypes were grown under greenhouse conditions and subjected to two water regimes, well-watered and water deficit. Water potentials of plants under water deficit down to < -1.4 MPa, and net photosynthesis (AN) <5 μmol m-2 s-1 did not cause leaf oxidative stress damage compared to well-watered conditions in any of the genotypes. The antioxidant capacity was sufficient to neutralize the mild oxidative stress suffered. Under both treatments, gravimetric differences in daily water use were observed among genotypes, leading to differences in the biomass of root, shoot and leaf. Under well-watered conditions, SO4 and 110R were the most vigorous and M1 and M4 the least. However, under water stress, SO4 exhibited the greatest reduction in biomass while M4 showed the lowest. Remarkably, under these conditions, SO4 reached the least negative stem water potential (Ψstem), while M1 reduced stomatal conductance (gs) and AN the most. In addition, SO4 and M1 genotypes also showed the highest and lowest hydraulic conductance values, respectively. Our results suggest that there are differences in water use regulation among genotypes, not only attributed to differences in stomatal regulation or intrinsic water use efficiency at the leaf level. Therefore, because no differences in canopy-to-root ratio were achieved, it is hypothesized that xylem vessel anatomical differences may be driving the reported differences among rootstocks performance. Results demonstrate that each Vitis rootstock differs in its ecophysiological responses under water stress.

Towards a regional mapping of vine water status based on crowdsourcing observations

Monitoring vine water status is a major challenge for vineyard management because it influences both yield and harvest quality. It is also a challenge at the territorial scale for identifying periods of high water restriction or zones regularly impacted by water stress. This information is of major importance for defining collective strategies, anticipating harvest logistic or applying for irrigation authorisation. At this spatial scale, existing tools and methods for monitoring vine water status are few and often require strong assumptions (e.g. water balance model). This paper proposes to consider a collaborative collection of observations by winegrowers and wine industry stakeholders (crowdsourcing) as an interesting alternative. Indeed, it allows the collection of a large number of field observations while pooling the collection effort. However, the feasibility of such a project and its interest in monitoring vine water status at regional scale has never been tested.

The objective of this article is to explore the possibility of making a regional map of vine water status based on crowdsourcing observations. It is based on the study of the free mobile application ApeX-Vigne, which allows the collection of observations about vine shoot growth. This information is easy to collect and can be considered, under certain conditions, as a proxy for vine water status. This article presents the first results obtained from the nearly 18,000 observations collected by winegrowers and wine industry stakeholders during 2019, 2020 and 2021 seasons. It presents the vine shoot growth maps obtained at regional scale and their evolution over the three vintages studied. It also proposes an analysis of the factors that favoured the number of observations collected and those that favoured their quality. These results open up new perspectives for monitoring vine water status at a regional scale but above they provide references for other crowdsourcing projects in viticulture.