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Influence of biological, experiential and psychological factors in wine preference segmentation

Influence of biological, experiential and psychological factors in wine preference segmentation IntroductionWine is the world's oldest alcoholic beverage (McGovern et al. ), and is the most consumed in at least 20 countries, including France, Italy, Sweden and Argentina (World Health Organization ). The flavour of foods and beverages (colloquially ‘taste’) is the foremost driver of purchase decisions (International Food Information Council ). Chemosensory perception, however, is highly variable across individuals (Bartoshuk ), so improved understanding of individual differences in sensation is of growing interest to food and beverage producers, because of the relationships between sensation, liking and intake [see Hayes ()]. Given the broad diversity of wine styles available, the opportunity for segmentation and targeted marketing is high, and taste phenotyping may provide important insight into identifying and understanding market segments (Pickering and Cullen ). Although there are several taste phenotypes described in the literature [e.g. Pickering et al. (), Allen et al. (), Webb et al. ()], the most studied over the last two decades is the suprathreshold bitterness of 6‐n‐propylthiouracil (PROP). Individuals have traditionally been classified as PROP non‐tasters (those for whom PROP elicits no or slight bitterness), PROP medium‐tasters (those for whom PROP is mildly bitter) or PROP super‐tasters (those for whom PROP is intensely bitter). Differential http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Australian Journal of Grape and Wine Research Wiley

Influence of biological, experiential and psychological factors in wine preference segmentation

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Publisher
Wiley
Copyright
© 2017 Australian Society of Viticulture and Oenology Inc.
ISSN
1322-7130
eISSN
1755-0238
DOI
10.1111/ajgw.12266
Publisher site
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Abstract

IntroductionWine is the world's oldest alcoholic beverage (McGovern et al. ), and is the most consumed in at least 20 countries, including France, Italy, Sweden and Argentina (World Health Organization ). The flavour of foods and beverages (colloquially ‘taste’) is the foremost driver of purchase decisions (International Food Information Council ). Chemosensory perception, however, is highly variable across individuals (Bartoshuk ), so improved understanding of individual differences in sensation is of growing interest to food and beverage producers, because of the relationships between sensation, liking and intake [see Hayes ()]. Given the broad diversity of wine styles available, the opportunity for segmentation and targeted marketing is high, and taste phenotyping may provide important insight into identifying and understanding market segments (Pickering and Cullen ). Although there are several taste phenotypes described in the literature [e.g. Pickering et al. (), Allen et al. (), Webb et al. ()], the most studied over the last two decades is the suprathreshold bitterness of 6‐n‐propylthiouracil (PROP). Individuals have traditionally been classified as PROP non‐tasters (those for whom PROP elicits no or slight bitterness), PROP medium‐tasters (those for whom PROP is mildly bitter) or PROP super‐tasters (those for whom PROP is intensely bitter). Differential

Journal

Australian Journal of Grape and Wine Research – Wiley

Published: Jun 1, 2017

Keywords: ; ; ; ; ; ; ;

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