 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

Extreme canopy management for vineyard adaptation to climate change: is it a good idea?

Climate change constitutes an enormous challenge for humankind and for all human activities, viticulture not being an exception. Long-term strategic changes are probably needed the most, but growers also need to deal with short-term changes: summers that are getting progressively warmer, earlier harvest dates and higher pH in musts and wines. In the last 10-15 years, a relevant corpus of research is being developed worldwide in order to evaluate to which extent extreme canopy management operations, aimed at reducing leaf area and, thus, limiting the source to sink ratio, could be useful to delay ripening. Although extreme canopy management can result in relevant delays in harvest dates, longer term studies, as well as detailed analysis of their implications on carbohydrate reserves, bud fertility and future yield are desirable before these practices can be recommended.

Sensory and consumer perceptions, and consumption barriers of low and no-alcohol wines in Trentino/Alto Adige

The growing demand for non-alcoholic beverages, driven by health-conscious consumers and shifting social norms, has positioned dealcoholized wines as a promising alternative in the global beverage industry (Akhtar et al., 2025, in press; Kakroo, 2024).

Effects Of Injections Of Large Amounts Of Air During Fermentation

Aim: Evaluating the effects of high amount of air injection during red wine fermentation process, on phenolic extraction dynamics, oxygen dissolution, phenolic compounds evolution, and oxidation of red wines.MethodsRed grapes musts were fermented in 100.000 L stainless steel tank, equipped with Parsec SRL “Air mixing” gas injection systems. For this experiment, treatments with two injection regimes, high and low intensity, and high and low daily frequency, were used. Oxygen analyzer was introduced into the tank to evaluate the gas concentration evolution along the fermentation.

Identification, quantification and organoleptic impact of « dried fruit » molecular markers in Merlot and Cabernet Sauvignon grapes and in red wines

The aromas found in young Bordeaux red wines made with Merlot and Cabernet Sauvignon suggest a complex mixture of aromas of fresh red fruits such as cherry or blackberry for Merlot, and strawberry or blackcurrant for Cabernet Sauvignon. The aromas of these wines are closely linked with the maturity of the grapes. The climate change that has occurred during the last decade in Bordeaux has induced changes in the ripening conditions of grape berries. It is now widely admitted that over-ripening of the berries during hot and dry summers results in the development of characteristic flavors reminiscent of cooked fruits (fig, prune). The presence of these overriding odors found in both musts and young wines affects the quality and subtlety of the wine flavor and may shorten its shelf life.

Investigating biotic and abiotic stress responses in grafted grapevine cultivars: A comparative study of Cabernet-Sauvignon and Cabernet Volos on M4 rootstock

When grapevine plants are transplanted into already established vineyards, they face multiple challenges, including adverse climate, heavy metal accumulation from agronomic practices [1], and pressure from highly adapted pathogens [2].