 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

LARGE-SCALE PHENOTYPIC SCREENING OF THE SPOILAGE YEAST BRETTANOMYCES BRUXELLENSIS: UNTANGLING PATTERNS OF ADAPTATION AND SELECTION, AND CONSEQUENCES FOR INNOVATIVE WINE TREATMENTS

Brettanomyces bruxellensis is considered as the main spoilage yeast in oenology. Its presence in red wine leads to off-flavour due to the production of volatile phenols such as 4-vinylphenol, 4-vinylguaiacol, 4-ethylphenol and 4-ethylguaiacol, whose aromatic notes are unpleasant (e.g. animal, leather, horse or pharmaceutical). Beside wine, B. bruxellensis is commonly isolated from beer, kombucha and bioethanol production, where its role can be described as negative or positive. Recent genomic studies unveiled the existence of various populations.

The role of climate/soil of different zones/terroirs on grape characteristics

According to the different concern of the ‘traditional’ and the ‘new’ wine-producing Countries, a variable importance is recognized to the climate/soil and to grapevine cultivars as factors affecting the wine quality. However, the viticultural experience can state that, within each area, climate and soil plays an incontestable role in affecting grape quality, and consequently wine quality, as well as the genetic characteristics of the cultivar.

IMPACT OF ABIOTIC AND BIOTIC FACTORS ON BIOADHESION PROPERTIES OF BRETTANOMYCES BRUXELLENSIS

Brettanomyces bruxellensis is an ubiquitous yeast associated with different fermentation media such as beer and kombucha, where its presence is beneficial to bring an aromatic typicity. However, it is a main spoilage yeast in wines, in which it produces volatile phenols responsible for organoleptic deviations causing significant economic losses (Chatonnet et al., 1992). Cellar and winery equipment’s are considered as the first source of contamination, during fermentation and wine ageing process (Connel et al., 2002). Indeed, it is possible to find B. bruxellensis in the air, on walls and floors of the cellars, on small materials, vats and barrels.

Double success of combining technical management with low pesticide inputs in the vineyard to obtain PDO wines in France

Viticulture is a major contributor to the antagonism of positive reputation and negative environmental impacts of agriculture. Vine contributes to structure landscape in the world, resulting, for example, in the delimitation of protected designations of origin (PDO). PDO vine is currently subject to the double challenge of sustainability and climate change adaptation. As vine is very sensitive to diseases and pests, vine requires a high use of pesticides to achieve its quality and yield goals. This high need for pesticides is the most important negative impact of environmental components.

Quelles cibles moléculaires pourraient expliquer l’effet du terroir sur la composition des baies en sucres et acides?

Le manque de connaissances concernant la physiologie de la maturation du raisin a longtemps interdit d’interpréter l’effet du terroir ou du millésime sur la qualité des vendanges en termes moléculaires. L’hypothèse selon laquelle c’est la perméabilité membranaire qui contrôlerait le sens comme l’intensité du stockage des acides est pourtant déjà ancienne (1). L’étude du transport des acides organiques et de son coût énergétique permet d’avancer certaines hypothèses concemant les sites potentiels de la régulation du contenu en sucres et acides du raisin sous l’effet de paramètres environnementaux.