Do expert ratings or economic models explain champagne prices?

Abstract

PurposeChampagne is bought with low frequency and many consumers most likely do not have or seek full information on the quality of champagne. Some consumers may rely on the reputation of particular brands, e.g. “Les Grandes Marques”, some consumers choose to gain information from sensory ratings of champagne. The aim of this paper is to analyse the champagne prices on the Scandinavian markets by applying a hedonic price function in a comparative framework with minimal models using sensory ratings.Design/methodology/approachConsumers optimize the quality–price relationship when buying champagne by seeking only the necessary market information. Within a search model framework, they choose between costless information from sensory ratings and using time for seeking information on the quality attributes of the champagnes. The model is tested on data for the Scandinavian markets in an econometric skeleton.FindingsThe retail prices of the champagnes on the Scandinavian markets can be fairly well explained by a hedonic price function. However, the ratings by the wine experts, especially Robert Parker, do just as well in terms of explaining the retail prices of champagnes.Practical implicationsAssuming that sensory ratings by wine experts reflect the true quality of champagne, which is supported by the results in this paper, it hardly pays for normal consumers to use resources on seeking detailed information on champagne quality. Thus, sensory rating is an efficient guide to optimize the quality–price relationship.Originality/valueChampagne prices are normally analysed using experimental techniques. In our paper, champagne prices are analysed using a search model and tested on market data. Furthermore, the issue on expert ratings vs quality attributes as the optimal price predictor is expanded to the champagne market too.