TY - JOUR T1 - Determining the Impact of Consumer Characteristics to Project Sensory Preferences in Commercial White Wines JF - American Journal of Enology and Viticulture JO - Am. J. Enol. Vitic. DO - 10.5344/ajev.2012.11085 SP - ajev.2012.11085 AU - Isabelle Lesschaeve AU - Amy Bowen AU - Johan Bruwer Y1 - 2012/06/25 UR - http://www.ajevonline.org/content/early/2012/06/22/ajev.2012.11085.abstract N2 - This study investigates the sensory preferences for white wines of three consumer groups selected for their differences in wine consumption habits and attitudes toward wines. A stepwise screening of the wines was used to ensure an objective selection based solely on perceived sensory characteristics while representing the commercial market. Sensory profiles of the selected wines were then determined by trained sensory descriptive panelists (n=10). Consumers (n=120) were recruited and assigned to one of the three a priori groups, then evaluated 12 white wines. Internal preference mapping was conducted to explain consumer preference data with wine sensory descriptions and consumer characteristics. Results showed that sensory preferences were not significantly different between a priori consumer groups. Segmentation of individual liking scores revealed two distinct preference segments, with the largest one accounting for 77%. The majority of consumers preferred sweeter and fruitier wines as opposed to oaky and burning wine styles, independently of their a priori assigned group. Only a few demographics and attitudinal characteristics distinguished the two preference segments, however they were not related to the initial a priori grouping. The primary dimension explaining consumer preferences for white wines confirms previous research findings made on other wine styles and obtained from various groups of consumers, suggesting that the main preference dimension common to many wine styles is driven by sweet and fruity sensory characteristics as opposed to dry, burning and oaky attributes. ER -