Exploration of consumer perception of Sauvignon Blanc wines with enhanced aroma properties using two different descriptive methods

Abstract

The aim of this study was to evaluate consumers' perception of a complex set of stimuli as aromatically enriched wines. For that, two consumer based profiling methods were compared, concurrently run with overall liking measurements: projective mapping based on choice or preference (PM-C), a newly proposed method, and check-all-that-apply (CATA) questions with an ideal sample, a more established, consumer-based method for product optimization. Reserve bottling and regular bottling of Sauvignon Blanc wines from three wineries were aromatically enriched with natural aromas collected by condensation during wine fermentation. A total of 144 consumers were enrolled in the study. The results revealed that both consumer-based highlighted the positive effect of aromatic enrichment on consumer perception and acceptance. However, PM-C generated a very detailed description, in which consumers focused less on the sensory aspects and more on the usage, attitudes, and reasons behind their choices. Providing a deeper understanding of the drivers of liking/disliking of enriched Sauvignon Blanc wines.

Keywords: Aroma; CATA; Choice; Consumers; Projective mapping; Sauvignon Blanc.