The Wine Market Council recently announced plans for a member webinar to discuss findings from a new consumer taste study. This research identifies specific flavor combinations that may discourage hesitant wine drinkers.
Scheduled for May 27 at 10 a.m. Pacific time, the webinar titled “Taste Matters: What ‘Wine-Hesitant’ Consumers Want in Their Wine” will delve into insights from a two-part study. This study included 3,386 blind tastings and a national survey of 1,000 consumers self-identified as hesitant about wine.
The aim of the research is to uncover the reasons behind the struggles of some shoppers in selecting wine and to explore the sensory traits that influence their choices. Previous studies indicated that many new and marginal wine consumers feel overwhelmed by the challenge of finding wines that resonate with their personal preferences.
According to Liz Thach, the council’s president, the study reveals significant opportunities for wine brands to align their products and messaging with consumer preferences. Christian Miller, the council’s research director, emphasized that the goal is not to find a universal formula but to simplify the process for consumers to discover wines that suit their tastes.
One of the most striking findings from the research, presented by Roger Noujeim, CEO of Quini, highlighted that wines with high tannin or astringency paired with low perceived sweetness received a recommendation score penalty of approximately 8 points. This suggests that it’s not just individual traits, but specific flavor combinations that deter hesitant consumers.
The study, conducted in partnership with Quini, a company specializing in consumer sensory data, aims to provide actionable insights for wineries and marketers. The webinar will feature presentations on database analysis, survey findings, and recommendations, followed by a Q&A session.
The Wine Market Council, established in 1996, focuses on conducting market research regarding U.S. wine consumer buying habits and trends, with membership options starting at $400 annually.
