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…

VINIoT: Precision viticulture service for SMEs based on IoT sensors network

The main innovation in the VINIoT service is the joint use of two technologies that are currently used separately: vineyard monitoring using multispectral imaging and deployed terrain sensors. One part of the system is based on the development of artificial intelligence algorithms that are feed on the images of the multispectral camera and IoT sensors, high-level information on water stress, grape ripening status and the presence of diseases. In order to obtain algorithms to determine the state of ripening of the grapes and avoid losing information due to the diversity of the grape berries, it was decided to work along the first year 2020 at berry scale in the laboratory, during the second year at the cluster scale and on the last year at plot scale. Different varieties of white and red grapes were used; in the case of Galicia we worked with the white grape variety Treixadura and the red variety Mencía. During the 2020 and 2021 campaigns, multispectral images were taken in the visible and infrared range of: 1) sets of 100 grapes classifying them by means of densimetric baths, 2) individual bunches. The images taken with the laboratory analysis of the ripening stage were correlated. Technological maturity, pH, probable degree, malic acid content, tartaric acid content and parameters for assessing phenolic maturity, IPT, anthocyanin content were determined. It has been calculated for each single image the mean value of each spectral band (only taking into account the pixels of interest) and a correlation study of these values with laboratory data has been carried out. These studies are still provisional and it will be necessary to continue with them, jointly with the training of the machine learning algorithms. Processed data will allow to determine the sensitivity of the multispectral images and select bands of interest in maturation.

The plantation frame as a measure of adaptation to climate change

The mechanization of vineyard work originally led to a reduction in planting densities due to the lack of machinery adapted to the vineyard. The current availability of specific machinery makes it possible to establish higher planting densities. In this work, three planting densities (1.40×0.80 m, 1.80×1 m and 2.20×1.20 m, corresponding to 8928, 5555 and 3787 plants/ha respectively) were studied with four varieties autochthonous of Galicia (northwestern Spain): Albariño and Treixadura (white), Sousón and Mencía (red). The vines were trained in a vertical shoot positioning system using a single Royat cordon, and pruned to spurs with two buds each. Agronomic data (yield, pruning wood weight, Ravaz index) and oenological data in must were collected. The higher planting density (1.40×0.80 m) had no significant effect on grape yield per vine in white varieties, although production per hectare was much higher due to the greater number of plants. In red varieties, this planting density resulted in a significantly lower production per vine, compensated by the greater number of plants. In addition, it significantly reduced the Brix degree in the must of the Albariño, Treixadura and Sousón varieties, and increased the total acidity in the latter two and Mencía. It also caused an increase in extractable and total anthocyanins and IPT in red grapes. The effects of high planting density on grapes are of great interest for the adaptation of varieties in the context of climate change. In the future, it could be advisable to modify the limits imposed by the appellations of origin on the planting density of these varieties in order to obtain more balanced wines.

The modification of cultural practices in grapevine cv. Syrah, does it modify the characteristics of the musts?

The work shows the results of a year of experimentation (2020) in a Syrah variety vineyard in La Roda (Castilla-La Mancha, Spain). The trial approach was on a randomized block design with two factors: Irrigation (I) and Pruning (P).
Irrigation schedules were adjusted to apply amounts close to 1,500 m3/ha. With this provision, 2 different irrigation treatments were proposed: I1) Start of irrigation from pea-sized grape to post-harvest (providing at least 20 % of the total amount of irrigation water to be provided post-harvest); I2) Start of irrigation from pea-sized grape to harvest (usual irrigation practice in the study area). Pruning was proposed with two treatments, one at the end of January (P1), which is pruning on a conventional date; and P2) pruning carried out at the beginning of budding. In total, 4 repetitions were designed with 4 elementary plots, each one of them representing one of the proposed treatments (I1P1; I1P2; I2P1; I2P2). In total, 16 plots were worked on and each elementary plot consisted of 30 strains, distributed in 3 lines.
The productive response was evaluated with the yield results of the harvest harvested at 23 ºBrix. The qualitative response was measured in the musts through the indices of technological (acidity, pH and potassium) and phenolic maturity and aromatic compounds in free and glycosylated fractions. The treatments tested had, in general, an effect on the different variables analyzed.

‘Cabernet Sauvignon’ (Vitis vinifera L.) berry skin flavonol and anthocyanin composition is affected by trellis systems and applied water amounts

Trellis systems are selected in wine grape vineyards to mainly maximize vineyard yield and maintain berry quality. This study was conducted in 2020 and 2021 to evaluate six commonly utilized trellis systems including a vertical shoot positioning (VSP), two relaxed VSPs (VSP60 and VSP80), a single high wire (SH), a high quadrilateral (HQ), and a guyot (GY), combined with three levels of irrigation regimes based on different crop evapotranspiration (ETc) replacements, including a 25% ETc, 50% ETc, and 100% ETc. The results indicated SH yielded the most fruits and accumulated the most total soluble solids (TSS) at harvest in 2020, however, it showed the lowest TSS in the second season. In 2020, SH and HQ showed higher concentrations in most of the anthocyanin derivatives compared to the VSPs. Similar comparisons were noticed in 2021 as well. SH and HQ also accumulated more flavonols in both years compared to other trellis systems. Overall, this study provides information on the efficacy of trellis systems on grapevine yield and berry flavonoid accumulation in a currently warming climate.

Mechanisms involved in the heating of the environment by the aerodynamic action of a wind machine to protect a vineyard against spring frost

One of the main consequences of global warming is the rise of the mean temperature. Thus, the heat summation by the plants begins sooner in the early spring, and by cumulating growing degree-days, phenological development tends to happen earlier. However, spring frost is still a recurrent phenomenon causing serious damages to buds and therefore, threatening the harvests of the winegrowers. The wind machine is a solution to protect fruit crops against spring frost that is increasingly used. It is composed of a 10-m mast with a blowing fan at its peak. By tapping into the strength of the nocturnal thermal inversion, it sweeps the crop by propelling warm air above to the ground. Thus, stratification is momentarily suppressed. Furthermore, the continuous action of the machine, alone or in synergy, or the addition of a heater allow the bud to be bathed in a warmer environment. Also, the punctual action of the tower’s warm gust reaches the bud directly at each rotation period. All these actions allow the bud to continuously warm up, but with different intensities and over a different period. Although there is evidence of the effectiveness of the wind machines, the thermal transfers involved in those mechanisms raise questions about their true nature. Field measurements based on ultrasonic anemometers and fast responding thermocouples complemented by laboratory measurements on a reduced scale model allow to characterize both the airflow produced by the wind machine and the local temperature in its vicinity. Those experiments were realized in the vineyard of Quincy, in the framework of the SICTAG project. In the future paper, we will detail the aeraulic characterization of the wind machine and the thermal effects resulting from it and we will focus on how the wind machine warms up the local atmosphere and enables to reduce the freezing risk.