The differentiated effect of information on the sensorial appreciation of wine

Abstract

PurposeThis paper investigates how giving additional information to consumers changes their appreciation of wine, and how this effect changes with their knowledge of wine and their characteristics.Design/methodology/approachA survey of 415 French consumers was carried-out in 2014, focusing on the sensory evaluation of 37 red Bourgogne wines. Two sensorial evaluations (visual, and smell & taste) are investigated, first without any information about the wine and then with the presentation of the wine bottle with its labels.FindingsThe majority of participants are significantly influenced by the information displayed. The influence of information depends on their initial knowledge and individual characteristics (gender, age, and home area). This influence is robust, whatever be the means of evaluation.Research limitations/implicationsThe study was carried out with red Bourgogne wines and focused on the village and regional appellations, with a low and medium price range. The results need a broader investigation to be generalizable.Practical implicationsInformation does not have the same influence depending on individual characteristics and on knowledge of wine. Promoting different wines to different consumers who do not have the same knowledge and do not use the same distribution channels is challenging as consumers do not all have the same expectations of red Bourgogne wines. The results provide directions for better targeting consumers through the information on the bottle labels.Originality/valueBy cross-tabulating sensory tastings and knowledge tests, this research contributes to measuring the holistic effect of information on the hedonic appreciation of wine across a significant range of consumers issued from two big cities.