9 - Rebranding wine using sensory profiling data: A case study

Abstract

The rapid rise of locally produced wine in British Columbia's Okanagan Valley, with a concomitant increase in wine purchases, is a recognized trend in Canada's consumer goods industry. To investigate the elements of a developing taste culture unique to the region's artisanal wines, we organized two sensory evaluations of nine Okanagan Valley (Canada) and one Columbia Valley (the United States) merlot wines in a tasting conducted by six wine professionals. Participants evaluated each wine for seven aroma descriptors and eight taste and flavor descriptors, following Guinard's (2006) descriptive analysis methodology. They then ranked wines based on organoleptic attributes and assigned an overall quality score to each wine based on a 20-point scoring sheet (Noble, 1995). Because the evaluations were blind tastings, assessments were based solely on sensory perceptions and free of influence from branding or any previous experience with specific varietals. A focus group following the tastings discussed participants' assessments, noting the perceptions that informed their evaluations.