 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

Use of sensors/biosensors for detection of food safety parameters in wine

The implementation of food safety assurance systems in wineries involves ensuring that the wines produced do not pose a risk to consumer health and are therefore free from harmful substances, such as those that may be incorporated during the production process (pesticides, additives, etc.), allergens or mycotoxins.

Linking soil C cycling and microbial diversity under regenerative management in Northern California (USA) vineyards

Regenerative agriculture (RA) practices aim to minimize soil disturbance, keep soil covered, maintain living roots underground, and integrate livestock to improve soil health and sustainability.

Plastid genomics of Vitis vinifera L. for understanding the molecular basis of grapevine (Vitis vinifera L.) domestication

The precise molecular mechanisms underlying the domestication of grapevine (Vitis vinifera L.) Are still not fully understood. In the recent years, next-generation sequencing (NGS) of plastid genomes has emerged as a powerful and increasingly effective tool for plant phylogenetics and evolution. To uncover the biological profile of the grapevine domestication process comprehensively, an investigation should encompass both the cultivated varieties (V. vinifera subsp. Vinifera) and their wild ancestors V. vinifera subsp. Sylvestris) across all potential sites of their distribution and domestication.

Differentiation and characterization of Spanish fortified wines with protected designation of origin based on volatiles using multivariate approaches

Spain is one of the main producers of high-quality fortified wines. Particularly some of them elaborated in Andalusia have acquired a great prestige for being unique due to their production in a specific geographical area with traditional methods, the grape variety used, the climate and the soil. Such is their distinguishing feature achieved that they have been protected by the European Union with the indication “Protected Designation of Origin” (PDO). Thus, there are four PDO of fortified wines in Andalucía (‘Condado de Huelva’, ‘Jerez Xérès Sherry’, ‘Manzanilla Sanlúcar de Barrameda’, and ‘Montilla-Moriles’). Furthermore, within each PDO,there are different categories according to their particular characteristics and winemaking conditions such as the aging process.

The evolution of wine appellations in the United States

Le système des appellations d’origine aux Etats-Unis était adopté en 1978 et est entré en vigueur en 1983. Jusqu’à présent, 146 aires viticoles avaient été établies dans 26 états.