Wine quality and consumer preferences
Background
To allow for continued growth of the Australian wine sector it is essential to align and optimise wine production to meet the requirements of consumers. Consumer testing in conjunction with trained panel data using formal sensory evaluation methods provides knowledge of the properties of wines that are of importance to consumer preferences in target markets. The direct linking of preference to sensory attributes, chemical compositional attributes and production methods (such as yeast strains, oak influence or grape ripeness) is a powerful means for optimising wine styles to consumer needs. Serious consumer testing requires a high degree of specialist expertise but provides clear targets for all producers, including companies filling niche market requirements, to make wine style and marketing decisions.
Progress
A large study evaluating preferences of consumers in China for red wine styles was completed recently in a joint project with Tragon, a California-based market research and sensory analysis company. Fourteen commercial red wines were tested in Beijing, Shanghai and Guangzhou by 310 consumers. The data collected will provide Australian wine producers with direction regarding wine sensory properties that drive the preferences of Chinese consumers, as well as information that is currently scarce regarding the attitudes of Chinese consumers to wine and their consumption patterns.
Stemming from a previous consumer preference mapping study, efforts have been invested into understanding consumer tolerance for Brettanomyces flavour. It was shown clearly that a set of wines with added, varied levels of the ‘Brett’ flavour compounds 4-ethylphenol and 4-ethylguaiacol were not liked by consumers, even when only low ‘Brett’ flavour was evident, and that the liking scores related closely to intensity of ‘Brett’ flavour.
Highlights
- Successful completion of large study evaluating preferences of consumers in China
- Consumers dislike wines with added, varied levels of the ‘Brett’ flavour compounds 4-ethylphenol and 4-ethylguaiacol
Project leader: Dr Leigh Francis
Project team members:
- Patricia Osidacz
- Belinda Bramley
- Brooke Travis
- Helene Herges
Publications:
968 Lattey, K., Bramley, B.R., Francis, I.L. (2006) Understanding consumer preferences of Shiraz and Cabernet Sauvignon wines. Allen, M., Cameron, W., Francis, M., Goodman, K., Wall, G., Waters, E., Quarisa, J. (eds.) ASVO Seminar Maximising the value: Maximising returns through quality and process efficiency. Seminar, Adelaide, South Australia: Australian Society of Viticulture and Oenology Inc.: 7-10 (click here to order).
1043 Curtin, C., Bramley, B., Cowey, G., Holdstock, M., Kennedy, E., Lattey, K., Coulter, A., Henschke, P., Francis, L., Godden, P. (2008) Sensory perceptions of ‘Brett’ and relationship to consumer preference. Blair, R.J., Williams, P.J., Pretorius, I.S. (eds.) Proceedings of the thirteenth Australian wine industry technical conference, 29 July-2 August 2007, Adelaide, SA: Australian Wine Industry Technical Conference Inc, Adelaide, SA.: 207-211 (click here to order).
958 Lattey, K.A., Bramley, B.R., Francis, I.L., Herderich, M.J., Pretorius, S. Wine quality and consumer preference: understanding consumer needs. Aust. N.Z. Wine Ind. J. 22; 31-39: 2007 (click here to order).
1110 King, E., Osidacz, P., Francis, L. Measuring consumer preference. WBM November; 47-49: 2008 (click here to order).