Using consumer opinion to define New World fine wine: Insights for hospitality

Abstract

Australia, the world’s 4th largest wine exporter by value, has implemented marketing to promote a link between fine wines and its provenance. However, to be successful it is necessary to first understand consumer perceptions of what constitutes a fine wine. An online survey was conducted with Australian wine consumers (n = 349) to define Australian fine wine based on sensory attributes, grape variety, wine region, label information, and food pairing, and how that definition differs as a function of consumer wine involvement. Overall, all consumers valued provenance, however highly involved wine Enthusiasts appeared to utilise more information and had broader sensory vocabulary than Aspirant and No Frills consumers. The identified sensory attributes, regions and preferred food pairings for fine Australian Chardonnay and Shiraz wines will help the wine and hospitality sectors to tailor its services and communication to incorporate fine wines in wine lists and their region specific marketing.