Macrowine 2021
IVES 9 IVES Conference Series 9 Is the consumer ready for innovative fruit wines?

Is the consumer ready for innovative fruit wines?

Abstract

AIM: Wine consumption in the last fifteen years showed a decrease in Europe [1]. New alternatives of wines appeared on the market. Those beverages are obtained by blending wines and fruit juices or flavoring wines with artificial or natural aromas and have medium alcohol content (from 8 to 10.5%) [2]. Recently, an innovative fruit wine has been proposed obtained by co-fermenting grape must and kiwi juice [3] whose potential attractiveness to consumers should be exploited. However, differences in product acceptability and perception, as well as the individuals’ willingness to consume and pay could change in function of subjects socio-demographic characteristics. The target group selected is represented by young adults (18-35 years old) consumption groups.

METHODS: The data were collected through an online survey created with Google Forms and disseminated by e-mail and social networks. . The results were processed to highlight differences between two age groups (millennial and Z generation) and gender in terms of alcoholic beverages consumption habits, consumer’s experience about fruit wines, the perception and expectations about this new products and the willingness to pay. Non-parametric tests were performed to test the statistical differences between the two age groups.

RESULTS: The questionnaire was submitted to  participants belonging to the Z generation (62% of the  respondents), and Millennials (38% ).  Even though the product is still little known in Italy, 86% of positive responses were obtained by the question “Would you be willing to consume a fruit wine?”; in particular, negative answers were strongly due to respondents neophobia. Answers about consumption habits revealed that wine and beer are young people’s favorite drinks and the choice of participants already involved in wine sector could be influenced by their personal experience. Differences in terms of consumption habits emerged in terms of individuals’ age and gender. However, the two age groups were in accordance on different quality aspects of fruit wines, with the exception of alcohol degree and Brand knowledge. Also the willingness to pay for the new product changes in relation to individuals age.

CONCLUSIONS:

The survey carried out on the consumer perception toward a novel fruit wine demonstrated that the marketplace could be attracted and potentially ready to this innovation. Moreover, the sustainability aspects that distinguish this product along with the social impact of a low-alcohol drink, however obtained from a grape must, may represent a further economic fly-wheel in the alcoholic beverage market. The differences in consumer perception, considering gender and age, could represent a marketing tool to consider in the product communication strategies

DOI:

Publication date: September 24, 2021

Issue: Macrowine 2021

Type: Article

Authors

Stefano Massaglia, Valentina Maria Merlino, Daniela FRACASSETTI, Simona PIZZI, Alessandra DI CANITO, Ileana VIGENTINI, 

Department of Agricultural, Forest and Food Sciences (DISAFA),University of Turin, Italy, Department of Food, Environmental and Nutritional Sciences (DeFENS), University of Milan, Italy

Contact the author

Keywords

innovation, fruit wines, consumer acceptance, low alcohol beverages, willingness to pay

Citation

Related articles…

Frost risk projections in a changing climate are highly sensitive in time and space to frost modelling approaches

Late spring frost is a major challenge for various winegrowing regions across the world, its occurrence often leading to important yield losses and/or plant failure. Despite a significant increase in minimum temperatures worldwide, the spatial and temporal evolution of spring frost risk under a warmer climate remains largely uncertain. Recent projections of spring frost risk for viticulture in Europe throughout the 21st century show that its evolution strongly depends on the model approach used to simulate budburst. Furthermore, the frost damage modelling methods used in these projections are usually not assessed through comparison to field observations and/or frost damage reports.
The present study aims at comparing frost risk projections simulated using six spring frost models based on two approaches: a) models considering a fixed damage threshold after the predicted budburst date (e.g BRIN, Smoothed-Utah, Growing Degree Days, Fenovitis) and b) models considering a dynamic frost sensitivity threshold based on the predicted grapevine winter/spring dehardening process (e.g. Ferguson model). The capability of each model to simulate an actual frost event for the Vitis vinifera cv. Chadonnay B was previously assessed by comparing simulated cold thermal stress to reports of events with frost damage in Chablis, the northernmost winegrowing region of Burgundy. Models exhibited scores of κ > 0.65 when reproducing the frost/non-frost damage years and an accuracy ranging from 0.82 to 0.90.
Spring frost risk projections throughout the 21st century were performed for all winegrowing subregions of Bourgogne-Franche-Comté under two CMIP5 concentration pathways (4.5 and 8.5) using statistically downscaled 8×8 km daily air temperature and humidity of 13 climate models. Contrasting results with region-specific spring frost risk trends were observed. Three out of five models show a decrease in the frequency of frost years across the whole study area while the other two show an increase that is more or less pronounced depending on winegrowing subregion. Our findings indicate that the lack of accuracy in grapevine budburst and dehardening models makes climate projections of spring frost risk highly uncertain for grapevine cultivation regions.

Pruned vine biomass exclusion from a clay loam vineyard soil – examining the impact on physical/chemical properties

The wine industry worldwide faces increasing challenges to achieve sustainable levels of carbon emission mitigation. This project seeks to establish the feasibility of harvesting winter pruned vineyard biomass (PVB) for potential use in carbon footprint reduction, through its use as a renewable biofuel for energy production. In order to make this recommendation, technical issues such as the potential environmental impact, chemical composition and fuel suitability, and logistical challenges of harvesting biomass needs to be understood to compare with the results from similar studies. Of particular interest is the role PVB plays as a carbon source in vineyard soils and what effect annual removal might have on soil carbon sequestration. A preliminary trial was established in the Waite Campus vineyard (University of Adelaide) to test current management strategies. Vines are grown in a Eutrophic, Red Dermosol clay loam soil with well managed midrow swards. A comparison was undertaken of mid-row treatments in two 0.25 Ha blocks (Shiraz and Semillon), including annual cultivation for seed bed preparation, the deliberate exclusion of PVB (25 years) and incorporation of PVB (13 years) at an average of 3.4 and 5.5 Mg/Ha-1 for Shiraz and Semillon respectively. In both 0-10cm and 10-30cm soil core sample depths, combined soil carbon % measures in the desired range of 1.80 to 3.50, were not significantly different between treatments or cultivars and yielded an estimated 42 Mg/ha-1 of sequestered soil carbon. Other key physical and chemical measures were likewise not significantly different between treatments. Preliminary results suggest that in a temperate zone vineyard, managed such as the one used in this study, there is no long term negative impact on soil carbon sequestration through removing PVB. This implies that growers could confidently harvest PVB for use in several end fates including as a bio fuel.

Leaf vine content in nutrients and trace elements in La Mancha (Spain) soils: influence of the rootstock

The use of rootstock of American origin has been the classic method of fighting against Phylloxera for more than 100 years. For this reason, it is interesting to establish if different rootstock modifies nutrient composition as well as trace elements content that could be important for determining the traceability of the vine products. A survey of four classic rootstocks (110-Richter, SO4, FERCAL and 1103-Paulsen) and four new ones (M1, M2, M3 and M4) provided by Agromillora Iberia. S.L.U., all of them grafted with the Tempranillo variety, has been carried out during 2019. The eight rootstocks were planted in pots of 500 cc, on three soils with very different characteristics from Castilla-La Mancha (Spain). In the month of July, the leaves were collected and dried in a forced air oven for seven days at 40ºC. Then, the samples were prepared for the analysis determination, carried out by X-Ray fluorescence spectrometry. The results obtained showed that in the case of content in mineral elements in leaf, separated by soil type, we can report the importance of few elements such as Si, Fe, Pb and, especially, Sr. The rootstock does not influence the composition of the vine leaf for the studied elements that are the most important in determining the geochemical footprint of the soil. The influence of the soil can be discriminated according to some elements such as Fe, Pb, Si and, especially, Sr.

Traditional agroforestry vineyards, sources of inspiration for the agroecological transition of viticulture

A unique “terroir” can be found in southern Bolivia, which combines the specific features of climate, topography and altitude of high valleys, with the management of grapevines staked on trees. It is one of the rare remnants of agroforestry viticulture. A survey was carried out among 29 grapegrowers in three valleys, to characterize the structure and management of these vineyards, and identify the services they expect from trees. Farms were small (2.2 ha on average) and 85% of vineyards were less than 1 ha. Viticulture was associated with vegetable, fruit and fodder production, sometimes in the same fields. Molle trees were found in all plots, together with one or two other native tree species. Traditional grapevine varieties such as Negra Criolla, Moscatel de Alejandría and Vicchoqueña were grown with a large range of densities from 1550 to 9500 vines ha-1. From 18 to 30% of them were staked on trees, with 1.2 to 4.9 vines per tree. The management of these vineyards (irrigation, fertilization and grapevine protection) was described, the most particular technical operation being the coordinated pruning of trees and grapevines. Three types of management could be identified in the three valleys. Grapegrowers had a clear idea of the ecosystem services they expected from trees in their vineyards. The main one was protection against climate hazards (hail, frost, flood). Then they expected benefits in terms of pest and disease control, improvement of soil fertility and resulting yield. At last, some producers claimed that tree-staking was quicker and cheaper than conventional trellising. It can be hypothesized then that agroforestry is a promising technique for the agroecological transition of viticulture. Its contribution to the “terroir” of the high valleys of southern Bolivia and its link with the specificities of the wines and spirits produced there remain to be explored.

Assessment of climate change impacts on water needs and growing cycle on grapevine in three DOs of NE Spain

This study assessed the suitability of grapevine growing in three DOs (Empordà, Pla de Bages and Penedès) of Catalonia (NE Spain) over the 21st century. For this purpose, an estimation of water needs and agroclimatic and phenological indicators was made. Climate change impacts were estimated at 1 km pixel resolution using temperature and precipitation projections from several general circulation models (GCM) and two climate change scenarios: RCP 4.5 (stabilization scenario) and RCP 8.5 (worst-case scenario). Potential crop evapotranspiration (following FAO procedure) and a daily water balance considering soil water holding capacity were used to estimate actual evapotranspiration of vines and, finally, water needs. Dynamics would be similar in the three DOs studied although the magnitude of impact differs. Water needs would be 2 and 3 times greater (ranging from 0 to more than 1500 m3/ha) than current water needs at both climate change scenarios. Moreover, blooming date would advance from 3 to 6 weeks, harvest date from 1 to 2.5 months, resulting in growing cycles from 10 to 80 days shorter. It should also be noted that frost risk would decrease from 6 to 76%, the number of days with temperatures above 30ºC during ripening would rise from 48 to 500% and tropical nights (minimum temperature >20ºC) at ripening would increase from 28 to 150%, depending on the scenario and the DOs. The impacts of climate change in the three DOs could result in significant limitations for grapevine cultivation and wine production if adaptive strategies are not applied. This result could serve as a basis for the design of specific and particular adaptation strategies to improve and maintain vineyards in the DOs studied and could be extrapolated to similar DOs and regions.