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…

Climate ethnography and wine environmental futures

Globalisation and climate change have radically transformed world wine production upsetting the established order of wine ecologies. Ecological risks and the future of traditional agricultural systems are widely debated in anthropology, but very little is understood of the particular challenges posed by climate change to viticulture which is seen by many as the canary in the coalmine of global agriculture. Moreover, wine as a globalised embedded commodity provides a particularly telling example for the study of climate change having already attracted early scientific attention. Studies of climate change in viticulture have focused primarily on the production of systematic models of adaptation and vulnerability, while the human and cultural factors, which are key to adaptation and sustainable futures, are largely missing. Climate experts have been unanimous in recognising the urgent need for a better understanding of the complex dynamics that shape how climate change is experienced and responded to by human systems. Yet this call has not yet been addressed. Climate ethnography, coined by the anthropologist Susan Crate (2011), aims to bridge this growing disjuncture between climate science and everyday life through the exploration of the social meaning of climate change. It seeks to investigate the confrontation of its social salience in different locations and under different environmental guises (Goodman 2018: 340). By understanding how wine producers make sense of the world (and the environment) and act in it, it proposes to focus on the co-production of interdisciplinary knowledge by identifying and foreshadowing problems (Goodman 2018: 342; Goodman & Marshall 2018). It seeks to offer an original, transformative and contrasted perspective to climate change scenarios by investigating human agency -individual or collective- in all its social, political and cultural diversity. An anthropological approach founded on detailed ethnographies of wine production is ideally placed to address economic, social and cultural disruptions caused by the emergence of these new environmental challenges. Indeed, the community of experts in environmental change have recently called for research that will encompass the human dimension and for more broad-based, integrated through interdisciplinarity, useful knowledge (Castree & al 2014). My paper seeks to engage with climate ethnography and discuss what it brings to the study of wine environmental futures while exploring the limitations of the anthropological environmental approach.

Phenological characterization of a wide range of Vitis Vinifera varieties

In order to study the impact of climate change on Bordeaux grape varieties and to assess the adaptation capacities of candidates to the grape varieties of this wine region to the new climatic conditions, an experimental block design composed of 52 grape varieties was set up in 2009 at the INRAE Bordeaux Aquitaine center. Among the many parameters studied, the three main phenological stages of the vine (budburst, flowering and veraison) have been closely monitored since 2012. Observations for each year, stage and variety were carried out on four independent replicates. Precocity indices have been calculated from the data obtained over the 2012-2021 period (Barbeau et al. 1998). This work allowed to group the phenological behaviour of the grapevine varieties, not only based on the timing of the subsequent developmental stages, but also on the overall precocity of the cycle and the total length of the cycle between budburst and veraison. Results regarding the variability observed among the different grape varieties for these phenological stages are presented as heat maps.

Heatwaves and grapevine yield in the Douro region, crop model simulations

Heatwaves or extreme heat events can be particularly harmful to agriculture. Grapevines grown in the Douro winemaking region are particularly exposed to this threat, due to the specificities of the already warm and dry climatic conditions. Furthermore, climate change simulations point to an increase in the frequency of occurrence of these extreme heat events, therefore posing a major challenge to winegrowers in the Mediterranean type climates. The current study focuses on the application of the STICS crop model to assess the potential impacts of heatwaves in grapevine yields over the Douro valley winemaking region. For this purpose, STICS was applied to grapevines using high-resolution weather, soil and terrain datasets over the Douro. To assess the impact of heatwaves, the weather dataset (1989-2005) was artificially modified, generating periods with anomalously high temperatures (+5 ºC), at certain onset dates and with specific durations (from 5 to 9 days). The model was run with this modified weather dataset and results were compared to the original unmodified runs. The results show that heatwaves can have a very strong impact on grapevine yields, strongly depending on the onset dates and duration of the heatwaves. The highest negative impacts may result in a decrease in the yield by up to -35% in some regions. Despite some uncertainties inherent to the current modelling assessment, the present study highlights the negative impacts of heatwaves on viticultural yields in the Douro region, which is critical information for stakeholders within the winemaking sector for planning suitable adaptation measures.

The rootstock, the neglected player in the scion transpiration even during the night

Water is the main limiting factor for yield in viticulture. Improving drought adaptation in viticulture will be an increasingly important issue under climate change. Genetic variability of water deficit responses in grapevine partly results from the rootstocks, making them an attractive and relevant mean to achieve adaptation without changing the scion genotype. The objective of this work was to characterize the rootstock effect on the diurnal regulation of scion transpiration. A large panel of 55 commercial genotypes were grafted onto Cabernet Sauvignon. Three biological repetitions per genotype were analyzed. Potted plants were phenotyped on a greenhouse balance platform capable of assessing real-time water use and maintaining a targeted water deficit intensity. After a 10 days well-watered baseline period, an increasing water deficit was applied for 10 days, followed by a stable water deficit stress for 7 days. Pruning weight, root and aerial dry weight and transpiration were recorded and the experiment was repeated during two years. Transpiration efficiency (ratio between aerial biomass and transpiration) was calculated and δ13C was measured in leaves for the baseline and stable water deficit periods. A large genetic variability was observed within the panel. The rootstock had a significant impact on nocturnal transpiration which was also strongly and positively correlated with maximum daytime transpiration. The correlations with growth and water use efficiency related traits will be discussed. Transpiration data were also related with VPD and soil water content demonstrating the influence of environmental conditions on transpiration. These results highlighted the role of the rootstock in modulating water deficit responses and give insights for rootstock breeding programs aimed at identifying drought tolerant rootstocks. It was also helpful to better define the mechanisms on which the drought tolerance in grapevine rootstocks is based on.

Analysis of Cabernet Sauvignon and Aglianico winegrape (V. vinifera L.) responses to different pedo-climatic environments in southern Italy

Water deficit is one of the most important effects of climate change able to affect agricultural sectors. In general, it determines a reduction in biomass production, and for some plants, as in the case of grapevine, it can endorse fruit quality. The monitoring and management of plant water stress in the vineyard