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Wine Labels Influence Drinkers’ Palates

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Wine descriptions can alter consumers’ emotions, increase their enjoyment of wine and encourage them to pay more for a bottle, according to a study published in Food Research International.

“The importance of wine labels and label information has been widely studied, and it’s been clearly shown that they represent useful information which influences consumer choice,” says project leader A/Prof Sue Bastian of The University of Adelaide.” Our study extends these findings, showing that wine descriptions also influence our 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.”

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 ­– chardonnay, riesling and sauvignon blanc ­­­– under three information levels: a blind tasting with no information, the provision of a basic sensory description, and the provision of an elaborate emotional description.

The presentation of more elaborate wine descriptions, which included information regarding the winery’s history and positive wine quality statements,...

The full text of this article can be purchased from Informit.