Macrowine 2021
IVES 9 IVES Conference Series 9 Effect of culture and familiarity on wine perception: a study with spanish and british wine experts

Effect of culture and familiarity on wine perception: a study with spanish and british wine experts

Abstract

AIM: Wine perception results from the interaction between the wine and its intrinsic and extrinsic characteristics and the experience [1], background and beliefs of the consumer [2,3]. Among all of the factors affecting wine perception, in this study we focused on culture and cognitive processes, working under the hypothesis that higher familiarity with wines would induce higher perceived quality. Furthermore, we hypothesised that culture would influence the verbalisation of wine properties associated with the different experiences of consumers from different cultures.

METHODS: A total of 18 white wines from two countries and four different grape varieties (Vitis vinifera cvs Bacchus and Ortega from the United Kingdom and Vitis vinifera cvs Verdejo and Albariño from Spain) were sensorially assessed by 32 wine experts (16 from La Rioja, Spain, and 16 from East Sussex, England). In each country, all participants were invited to describe the wines according to a labelled free sorting task and to evaluate wine quality using a categorisation task with five pre-established quality categories viz; very low, low, average, high and very high. The order of presentation of tasks was randomized in each country.

RESULTS: Two-way ANOVA with the country of origin of experts (CO) and wines (W) as independent variable showed a significant interaction effect (CO*W) for quality judgements (F = 2.019; P < 0.01), suggesting that quality scores of wines depended on the country-of-origin of experts. It was observed that only four out of the 18 wines evaluated showed significant differences in quality scores. Three of them were Spanish wines that were perceived to be of higher quality by Spanish experts, and the fourth wine was a British wine perceived to be higher in quality by British experts. These results could only partially confirm our initial hypothesis related to the impact of familiarity on increasing the perception of quality.

With regard to the groups formed through the sorting task (non-verbal strategy), both groups of experts used a similar strategy with the wines mainly separated by grape variety. Regarding the differences in the description of the wines overall, they used similar terms. The only difference observed was associated with increased use of the term “floral” by Spanish experts, while the term “flat wine” appeared more constantly in British descriptions.

CONCLUSIONS:

The present work improves our knowledge of the cognitive factors and cultural aspects influencing wine perception. Familiarity with the product can affect perception of quality and the verbalisation of sensory properties among wine experts.

DOI:

Publication date: September 24, 2021

Issue: Macrowine 2021

Type: Article

Authors

Alejandro Suárez,  Nicolas DEPETRIS-CHAUVIN, María Purificación FERNÁNDEZ-ZURBANO, IGregory DUNN, María-Pilar SÁENZ-NAVAJAS.

Instituto de Ciencias de la Vid y del Vino (CSIC-UR-GR), Spain,Heber RODRIGUES, UK Centre for Excellence on Wine Education, Training and Research, Plumpton College, United Kingdom  Samantha WILLIAMS, UK Centre for Excellence on Wine Education, Training and Research, Plumpton College, United Kingdom

HES-SO Haute École de Gestion de Génève, Switzerland  

nstituto de Ciencias de la Vid y del Vino (CSIC-UR-GR), Spain  

UK Centre for Excellence on Wine Education, Training and Research

Plumpton College, United Kingdom  

Instituto de Ciencias de la Vid y del Vino (CSIC-UR-GR), Spain

Contact the author

Keywords

cross-cultural, quality, sensory, categorisation, labeled sorting task

Citation

Related articles…

Quality of Merlot wines produced from terraced vineyards and vineyards on alluvial plains in Vipava valley, Slovenia (pdo)

AIM: Different factors affect the style and quality of wine and one of the most important are environmental factors of vineyard location.

Harvest dates, climate, and viticultural region zoning in Greece

Climate is clearly one of the most important factors in the success of all agricultural systems, influencing whether a crop is suitable to a given region, largely controlling crop production and quality, and ultimately driving economic sustainability. Today many assessments of a region’s climate comes from a combination of station and spatial climate data analyses that facilitate the evaluation of the general suitability for viticulture and potential wine styles, allows for comparisons between wine regions, and offers growers a measure of assessing appropriate cultivars and sites.

Prediction of sauvignon blanc quality gradings with static headspace−gas chromatography−ion mobility spectrometry (SHS−GC−IMS) and machine learning

The main goal of the current study is the development of a cost-effective and easy-to-use method suitable for use in the laboratory of commercial wineries to analyze wine aroma. Additionally, this study attempted to establish a prediction model for wine quality gradings based on their aroma, which could reveal the important aroma compounds that correlate well with different grades of perceived quality METHODS: Parameters of the SHS−GC−IMS instrument were first optimized to acquire the most desirable chromatographic resolution and signal intensities. Method stability was then exhibited by repeatability and reproducibility. Subsequently, compound identification was conducted. After method development, a total of 143 end-ferment wine samples of three different quality gradings from vintage 2020 were analyzed with the SHS−GC−IMS instrument. Six machine learning methods were employed to process the results and construct a quality prediction model. Techniques that aim to explain the model to extract useful insights were also applied.

How do we describe wine imagery? Expertise shapes language usage and multimodal imagery for wine

The acquisition of wine expertise is a multi-faceted and multisensory process with implications for sensory perception, attention, memory, and language production. With the prevalence of the predictive model of brain functioning, one area of burgeoning research interest involves wine mental imagery, since the brain relies on imagined experiences to build predictions for the future. Recent evidence has shown that, for instance, those with higher imagery vividness are more susceptible to wine advertising. However, little is known about the association between mental imagery and other associated cognitive processes, such as the ability to produce words that describe such imagery. 

Irrigation as a tool for heatwave mitigation: the effect of irrigation intensity and timing in Cabernet Sauvignon

Heatwave events, defined as 2 or more days reaching ≥ 38 °C, are an increasingly frequent phenomenon threatening grape production worldwide. Heat stress has been shown to have negative consequences on grapevine physiology, leading to increased evaporative demand and intensified water stress. Due to heatwaves overlapping with important stages of grapevine reproductive development, spanning from berry set to the ripening stage, severe heat can potentially compromise yield and grape quality. The physiological response of grapevine to heat stress suggests a potential use of irrigation to mitigate heatwaves, however there is limited information regarding the irrigation amounts and timings needed for this purpose. Following up on a pivotal trial conducted between 2019 and 2022, in this study irrigation treatments with varying intensity and timing of application were refined to determine their potential mitigation of heat-associated damage to yield and fruit composition.