Wine descriptions make us emotional
Research by the University of Adelaide has shown that consumers are much more influenced by wine label descriptions than previously thought.
The study, published in the August 2017 edition of the Food Research International Journal, discovered wine labels can do more than just persuade a consumer to purchase a particular wine, with the ability to alter emotions.
Labels can also increase how much an individual likes a certain wine and can encourage them to pay more for a particular bottle.
Research leader, Associate Professor Sue Bastian, said the study shows wine descriptions can influence the whole wine consumption experience.
“Cleverly written wine and producer descriptions when coupled with unbranded wine tasting can evoke more positive emotions, increasing our positive perception of the wine, our estimation of its quality and the amount we would be willing to pay for it,” she said.
The researchers conducted a study with Australian white wines and 126 regular white wine consumers. The consumers evaluated the same set of three commercially available white wines under three information levels – a blind tasting with no information, a tasting that came with a basic description of the wine and a tasting that include a “elaborate” or “emotional” description of the wine.
The more elaborate wine descriptions, which included information regarding winery history and positive wine quality statements, was found to significantly increase preference for a wine.
Researcher, Dr Lukas Danner, said the findings have important implications for wine producers and the hospitality industry, showing that descriptions need more than just tasting notes.
“Companies could even consider involving consumers in label description optimisation,” Dr Danner said.
This research was funded by Australian grapegrowers and winemakers through Wine Australia with matching funds from the Australian Government.
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