Context and wine composition effects on Australian wine consumer mood and liking

Summary

Objectives
To improve knowledge and understanding of wine consumers leading to more rapid and faithful delivery of desirable Australian wines. A desirable wine is one possessing the correct sensory attributes, for a particular situation or emotion, as required by consumers in Australia’s major and emerging markets.

Background
The Australian wine sector faces a number of challenges including increasing competition in the global market. In response, the sector needs a superior understanding of which wine attributes consumers like, and which drive their purchases. These consumer insights should feed directly back into industry product improvement and /or new product development cycles. Currently, Australian wine business to wine consumer communication is not optimal and the tools used to obtain consumer information are less than reliable, particularly in relation to measures of intrinsic product quality. Current opinion in consumer/sensory science states that an understanding of the context effects on consumer research results is vital.