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Wine & conversation
The vocabulary of wine is large and exceptionally vibrant—from straight-forward descriptive words like “sweet” and “fragrant”, colorful metaphors like “ostentatious”
and “brash”, to the more technical lexicon of biochemistry. The world of wine vocabulary is growing alongside the current popularity of wine itself, particularly as new words are employed by professional wine writers, who not only want to write interesting prose, but avoid repetition and cliché. The question is: what do these words mean? Can they actually reflect the objective characteristics of wine, and can two drinkers really use and understand these words in the same way? This book explores whether or not wine drinkers (both novices and experts) can in fact understand wine words in the same way. The conclusion, based on experimental results, is no. Even though experts do somewhat better than novices in some experiments, they tend to do well only on wines on which they are carefully trained and/or with which they are very familiar. Does this mean that the elaborate language we use to describe wine is essentially a charade? This book shows that although scientific wine writing requires a precise and shared use of language, drinking wine and talking about it in casual, informal setting with friends is different, and the conversational goals include social bonding as well as communicating information about the wine. The book also shows how language innovation and language play, clearly seen in the names of new wines and wineries, as well as wine descriptors, is yet another influence on the burgeoning and sometimes whimsical world of wine vocabulary.
eBook
Sensory effects of COVID-19 in wine professionals
To evaluate the sensory impacts of COVID-19 infection among wine professionals, and consequences on personal and professional well-being. Our goal was to better understand these effects on an occupational cohort who relies heavily on intact sensory function.
The study employs an explanatory sequential mixed methods design comprising of two distinct phases: 1) a cross-sectional survey, followed by 2) qualitative interviews with a subsample of survey respondents.
Wine professionals were recruited at the global level, excluding locations where Instagram is restricted or banned.
Wine professionals (n=128) (ages ≥ 19 years) infected with COVID-19 and experienced sensory impacts were included in the study analysis. Eleven participants completed qualitative interviews.
None.
Symptom profiles, details of taste and smell impact on personal and professional well-being. Effects on specific wine tasting attributes were also evaluated.
Infected participants reported typical COVID-19 symptoms. The most frequent first noticed symptoms were sore throat (21.09%; 27/128), loss of taste or smell (19.53%; 25/128), fever (17.19%; 22/128) and cough (16.41%; 21/128). For those infected and sensory affected, the extent of taste and smell loss was most reported as severe in the majority of cases. The duration of taste and smell loss was resolved within 4 weeks for most participants. A vast proportion of participants reported an impact on their involvement in the wine profession, with the impact severity ranging from significant (20.31%; 26/128), somewhat (57.03%; 73/128), and not at all (22.66%; 29/128). Additionally, participants predominately reported having some impact on their overall quality of life, which was characterized as severe (7.14%; 9/126), moderate (37.30%; 47/126), mild (30.16%; 38/126), and none (25.40%; 32/126).
Wine professionals infected with COVID-19 and who experienced sensory alterations reported concerns about their professional and personal well-being with worries about a potential changing life narrative from losing vital sensory attributes. Policies to provide further resources, including therapeutics, for these professionals and others who suffer from sensory dysfunction are warranted.
Journal Article
Evaluation of Red Wine Acidification Using an E-Nose System with Venturi Tool Sampling
The quality of wine is checked both during the production process and upon consumption. Therefore, manual wine-tasting work is still valuable. Due to the nature of wine, many volatile components are released, and it is therefore difficult to determine which elements need to be controlled. Acetic acid is one of the substances found in wine and is a crucial substance for wine quality. Gas sensor systems may be a potential alternative for manual wine tasting. In this work, we have developed a TGS2620 gas sensor module to analyze acetic acid levels in red wine. The gas sensor module was refined according to the Venturi effect along with signal slope analysis, providing promising results. The example included in this paper demonstrates that there is a direct relationship between the slope of the MOS gas sensor response and the acetic acid concentration. This relationship is useful to evaluate the ethanol oxidation in acetic acid in red wine during its production process.
Journal Article
Uncorking the virtual frontier of wine experiences: interest drivers and potential consumers’ profile
Purpose
Virtual wine experiences (VWEs) replaced in-person wine experiences during the Covid-19 pandemic and continue to be offered by some actors. This study aims to investigate the factors driving interest in VWEs and identify relevant traits of potential consumers to help assess VWEs long-term potential.
Design/methodology/approach
A representative sample of 399 Oregon and California wine consumers answered a structured online survey. The authors combine ordered logistic regression and qualitative techniques to analyze the data.
Findings
VWEs may effectively attract potential wine consumers and tourists. High interest in VWEs is associated with strong wine involvement and intentions to visit wine regions. Digitization, aversion to travel-related risk and convenience are other relevant drivers of VWE interest. The segmentation analysis revealed that consumers with a potentially higher interest in VWE have distinct traits.
Practical implications
Wineries and wine tourism destinations could leverage VWEs to attract wine tourists and consumers. The authors discuss specific characteristics of high-interest consumers.
Originality/value
Participants in VWEs interact with hosts and explore products in real time. This engagement has long-term marketing potential for attracting them as customers or visitors. The study provides strategic information for practitioners and academics on VWE interest drivers and potential demand, which is currently missing from the literature.
Journal Article
A taste of science: Making the subjective objective in the California wine world
This article is about the relationship between the categories of the subjective and the objective in the late 20th-century California wine world, about attempts to transform 'soft' subjective judgments into 'hard' objective descriptions and evaluations, and about the role of both sensory science and chemistry in such attempts. It focuses on research done at the University of California, Davis, from about the 1950s to the 1980s by the enologist Maynard Amerine, his co-workers, and successors. It suggests ways in which these materials might prompt attention to the role of subjective judgment and the marketplace in other forms of late modern science.
Journal Article
A Reference-Dependent Model of the Price–Quality Heuristic
People often use price as a proxy for quality, resulting in a positive correlation between prices and product liking, known as the \"price–quality\" (P–Q) heuristic. Using data from three experiments conducted at a winery, this article offers a more complex and complete referencedependent model of the relationship between price and quality. The authors propose that higher prices set higher expectations, which serve as reference points. When expectations are met or exceeded, we observe the familiar P–Q relationship. However, when price is high and quality is relatively low, the product falls short of consumers' reference point and the P–Q relationship is reversed; thus, people evaluate a lowquality product with a high price more negatively than a low-quality product with a low price. Using the results of a field experiment, the authors discuss implications for pricing considerations and profitability.
Journal Article
The Role of Websites in Promoting Wine Tourism: An Evaluation of Romanian Wineries
While aspiring to become internationally valued producers of high-quality wines, certain Romanian wineries recently turned towards wine tourism. Given the increasing role of smart devices and online-based information in holiday selection and planning, the main objective of the paper is to evaluate the online presence, informational content and effectiveness of Romanian wineries’ websites for the promotion of wine tourism. This evaluation comprised 53 features tested in previous research and organized into four categories: main website characteristics, wine tourism, marketing, and education. Based on content analysis conducted on 154 websites of wineries identified in all Romanian regions, scores were computed and, subsequently, wineries were classified, mapped, and evaluated. The findings show that certain basic features are overall available, while exclusive features that could positively influence tourist preferences and experiences are insufficient in terms of design, education, and marketing characteristics. Less than 50% of the analysed websites inform about wine tasting activities, less than 35% specify visiting hours, and less than 20% mention tourist amenities. The websites that indicate other local wineries, allied industries or tourist attractions represent exceptions. This study underlines the importance of leveraging digital tools within the marketing strategy of wineries and the need to enhance networking among regional stakeholders as prerequisite for sustainable development.
Journal Article
Do consumers really recognise a distinct quality hierarchy amongst PDO sparkling wines? The answer from experimental auctions
PurposeConsumer likeability and willingness to pay (WTP) for two Italian sparkling wines, (Conegliano Valdobbiadene Prosecco DOCG and Prosecco DOC) are evaluated through a non-hypothetical Becker-DeGroot-Marschak (BDM) auction during a wine-tasting experiment. The purpose of this paper is to estimate individual WTP and relate it to likeability for both wines, with and without supplying additional information on their features.Design/methodology/approachData were collected in May–June 2019 from a sample of 99 consumers in Northern Italy. A non-hypothetical BDM auction in a wine-tasting experiment was implemented.FindingsThe results show that the additional information plays a significant role in widening the WTP gap between the two geographical indications (GIs), while the blind tasting narrows this gap. The “superiority” of the Conegliano Valdobbiadene Prosecco DOCG is confirmed but relies more on its better reputation than its better taste.Research limitations/implicationsThe authors are aware of two main limitations in the study. The first is the territorial composition of the consumer sample. The second is the selection of the Prosecco bottles used in the experiment. The results are considered pioneering and need to be verified by additional experiments with different consumer and bottle samples.Practical implicationsPromotional suggestions for the Tutelary Consortia of the two GIs stem from the results. The Prosecco DOC should primarily stress its likeability, while the Conegliano Valdobbiadene Prosecco DOCG should primarily emphasise the reasons for its “superiority”.Originality/valueTo the best of the authors' knowledge, no previous study has related likeability and WTP for similar GI wines produced in contiguous areas. Moreover, the current research has applied a non-hypothetical BDM auction in a wine-tasting experiment.
Journal Article