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Study Reveals Consumer Acceptance of Smoke-Impacted Wines
Recent research indicates a notable segment of wine consumers is receptive to smoke-impacted wines, presenting potential marketing avenues for winemakers grappling with the effects of wildfire smoke on grape production.
The study, conducted by Oregon State University researchers in collaboration with New Zealand counterparts, highlights that individuals who enjoy smoky flavors in products are particularly open to trying wines affected by smoke. The research also reveals that the way wines are labeled can significantly influence consumer preferences.
“This research provides vital information for the wine industry,” stated Elizabeth Tomasino, a professor of enology at Oregon State. “It demonstrates that with certain wine drinkers, there is potential for a market for smoke-impacted wines.”
Amid the increasing frequency and severity of wildfires globally, the wine sector has faced considerable challenges. For instance, an economic evaluation of the 2020 wildfires on the U.S. West Coast estimated financial losses in the wine industry reaching as high as $3.7 billion.
In response to the challenges posed by the 2020 fires, a team led by Oregon State scientists secured a $7.65 million grant from the U.S. Department of Agriculture to investigate the effects of smoke exposure on wine quality.
Since receiving the grant, the researchers have made significant strides, identifying a particular class of compounds that impart a smoky flavor to grapes. They have also developed innovative spray coatings for grapes, which have shown promise in mitigating undesirable flavors attributed to wildfire smoke.
The latest findings, published in the journal Food Research International, concentrate on consumer perceptions of smoke-impacted wines, a largely overlooked subject within the scientific community.
To conduct the study, Tomasino and doctoral student Jenna Fryer sent both smoke-impacted and non-smoke-impacted wine, made from Oregon pinot noir grapes, to New Zealand. Collaborating with Amanda Dupas de Matos and Joanne Hort from Massey University, they engaged 197 participants.
The research was situated in New Zealand, known for its wine industry not being adversely affected by wildfires, allowing the team to explore consumer reactions to different wine types. Future research aims to compare insights from New Zealand with similar evaluations in Oregon and Ohio.
The study identified two distinct consumer groups: one group of 110 participants enjoyed the smoke-impacted wines, while the other group of 87 did not favor them.
Key findings of the research include:
- The smoke-preferring group rated their liking at an average of 6.86 on a nine-point scale.
- The smoke-disliking group had an average score of 3.26.
- The introduction of labels significantly boosted the appeal of smoke-impacted wines among the smoke-dislike group, raising their liking score from just over three to more than five.
- One label prominently referenced wildfires, stating: “Smoke Stack, experience the 2020 vintage with this unique, lightly smokey wine.”
- While the different labels had minimal effect on the smoke-preferring group, they maintained an average liking score exceeding six, surpassing that of the dislikers.
The researchers believe these findings offer winemakers viable strategies to market smoke-impacted wines. Blending, a prevalent winemaking practice, could allow producers to combine smoke-affected wines with those that are unaffected. Moreover, targeted labeling and marketing strategies could appeal specifically to the smoke-preferring demographic.
“Our findings indicate that consumers may be more forgiving towards these smoky wines than winemakers anticipate,” said Tomasino. “It appears that winemakers have a broader range of options if they aim to market wines produced from smoke-exposed grapes.”
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www.sciencedaily.com