 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

Valutazione dell’equilibrio vegeto-produttivo con metodiche di proximal sensing

Nel biennio 2008-2009, nell’ambito di un progetto multidisciplinare coordinato e finanziato dal Consorzio Tuscania, 4 vigneti in differenti zone della Toscana sono stati monitorati con strumenti di proximal sensing al fine di valutare la variabilità riscontrabile e ottenere delle indicazioni sulle risposte vegetative delle piante e quanti-qualitative delle produzioni.

White wine light-strike fault: a comparison between flint and green bottles under the typical supermarket conditions

Consumer preference favors flint-glass wine bottles over the traditional dark-colored, but it is documented that light exposure can cause white wines to produce off-aromas and change in color, and consequently da[1]mage their quality. Aim of the study was to study the white wine shelf life under the typical supermarket conditions, by recording the light and temperature exposure, the colorimetric changes, and the light-strike fault. METHODS: One pilot experiment based on two white wines and eight-time points and one kinetic experiment based on four white wines and seven-time points were designed and realized using a typical supermarket shelf for 32 and 50 days, correspondently. By installing prototype sensors at 32 points of the shelf, the temperature, UV, IR, and Visible light exposure were registered every 10 min. Approximately 600 commercial wines, bottled in flint and colored glass, were used. The colorimetric changes of the wines were registered and the light-strike fault was evaluated.

The challenge of improving oenological quality in favorable conditions for productivity

Marselan (Cabernet-Sauvignon x Grenache), has been planted for more than 20 years now in Uruguay. Due to its good agronomic and oenological aptitudes under uruguayan conditions, it is currently the red variety with highest plantation rate. The objective of the study was to identify management practices, aimed at improving quality in highly productive vineyards, different fruit/leaf regulation methods were tested in southern Uruguay.

FUNCTIONALIZED MESOPOROUS SILICA IS A VIABLE ALTERNATIVE TO BENTONITE FOR WINE PROTEIN STABILIZATION

The presence of grape-derived heat unstable proteins can lead to haze formation in white wines [1], an instability prevented by removing these proteins by adding bentonite, a hydrated aluminum silicate that interacts electrostatically with wine proteins leading to their flocculation. Despite effective, using bentonite has several drawbacks as the costs associated with its use, the potential negative effects on wine quality, and its environmental impact, so that alternative solutions are needed.

Impacts of climate change on wine producer countries located north of the wine belt

Climate change poses significant challenges to the global wine sector, with cool-climate countries particularly vulnerable to its effects. The research employs a panel data analysis to investigate the impact of climate change on the wine industry in 66 countries, focusing on 11 cool-climate countries located north of the wine belt in the northern hemisphere. Utilizing data from OIV, FAO and climatic statistics from the climate change knowledge portal of the world bank spanning from 1961 to 2020, the research examines the relationship between temperature, precipitation, and wine production.