Varietal Wines vs Blends Experience Demographics

Varietal Wines vs. Blends : Experience & Demographics Stephen Menke CSU Assoc. Prof. of Enology

PREFACE “There are things known and there are things unknown, and in between are the doors of perception. ” “Experience teaches only the teachable. ” Aldous Huxley

BACKGROUND n n n Wine is a sensory experience of sight, smell, taste, and texture There are too many wines and they are too expensive to buy without sensory knowledge before purchase Pre-purchase sensory knowledge is by sampling, or by expectations from accumulated experience and perceptions

HYPOTHESIS n n If internal consumer factors for wine purchase of blends and varietal wines are expressed through experience and perceptions Then the relative importance of experience vs. perception will vary among customer demographic groups, especially at each price point

Demographic Definitions n Age Cohort Characteristics (See handout) n n n n Greatest (GI) Generation: born 1900 -1926 Silent (Mature) Generation: born 1927 -1945 Baby Boomers: born 1946 -1964 Generation X: born 1965 -1980 Generation Y = Millennial: born 1981 -2000 Generation Z = i. Gen or Centennial: born 2001 -2017 Wine Sensory and Purchase Experience n n Novice Experienced/Regular Expert Professional

Consumer Purchase Characteristics Are Internal Personality n Motivation n Memory n Lifestyle and Attitude n Learning n Emotion and Perception n

Internal Characteristics n Example Personality Matrix TRAIT Extroversion Stability level MANIFESTATION Prefer to be with others, talkative, bold, outgoing From even tempered to and moody and temperamental Kind, sympathetic, polite PRODUCT / SERVICE Airline tickets, beer Time share vacation home, fast sports car Agreeableness Products that give money to charity Openness to Imaginative, creative, open to Art Experience new ideas Conscientiousness Careful, precise, organized Washing machine

Internal Characteristics n n n Other Personality Traits Frugality—consumers restrain themselves and think about purchases Impulsiveness—purchases are made without much thought beforehand Anxiety—post-purchase dissonance and upset about when get home Bargaining—sense of control over their spending Vanity—excessive pride in one’s appearance and accomplishments Competence—being responsible and dependable Excitement—craving daring and spirited purchases Ruggedness—craving products that are tough and strong Sincerity—honest and genuine Sophistication—desiring products that are glamorous and prestigious

Internal Characteristics n n n n Motivation 1. Need for consistency 2. Need for attribute causation 3. Need to categorize 4. Need for cues 5. Need for independence 6. Need for self-expression 7. Need for ego-defense 8. Need for reinforcement 9. Need for affiliation 10. Need for modeling 11. Need for novelty 12 Need for Assertion

Internal Characteristics Memory refers to a consumer’s ability to understand the marketing messages and assign them value and meaning. Value and meaning are linked. n n The value and meaning assigned is largely determined by internal factors, (thoughts, feelings, emotion, attitude, perception, motivation, personality, lifestyle) which are different for each consumer. Marketing messages effective if consumer correctly understands the messages, and remembers them when needed.

Internal Characteristics Lifestyle and Attitude Lifestyle means the ways groups of consumers n n spend time and money n n n based on three things: opinions, attitudes and activities. purchase involves current lifestyle vs. desired lifestyle An attitude is an internal evaluation, expressed outwardly n affect, behavior and cognition Purchase Hierarchy of effects High involvement Belief—affect—behavior Low involvement Belief—behavior—affect Experiential Affect—behavior—belief Behavioral Influence Behavior—belief—affect

Internal Characteristics n n n Learning is a change of behavior following an interaction between a person and their environment Consumer behavior is largely learned behavior n n n exposure Attention understanding

Internal Characteristics n n n Emotion and Perception Emotion is difficult to define, and even more difficult to predict Perception is the process steps by which people select, organize, and interpret information n n exposure attention interpretation memory (short-term, long-term)

Sensory Experience Demographics n Wine Sensory and Purchase Experience n n Novice Experienced/Regular Expert Professional

Novice Wine Drinker n n n Buys retail Very limited or no experience or education in wine tasting Often has naïve interest in education about origins and wine sensory training Wonders why wine is so expensive Is amenable to exploring food and wine pairings

Experienced Wine Drinker n n n Buys retail Has tasted numerous wines and has some degree of wine sensory training Has less fear of wine prices Often relies on wine writer/blogger or store expert for brand reputation, style, and origin Seeks out pairings for food and wine

Expert Wine Drinker n n n Buys retail or for three-tier player Trained by extensive experience and/or wine sensory education Uses specific wine sensory language n n Wine sensory expertise may or may not mean general sensory expertise Has good degree of understanding of relationships of wine characteristics to origin, reputation and price

Wine Professional n Buys for three-tier or promotes for three-tier and direct shipper n Three-tier Buyer (can include sommelier) n Direct Shipping n Advertising and Promotion n Wine writer or blogger n Wine educator

Wine Professional n Three-tier Buyers n Producer or Importer n n n Distributor n n In-house or independent experts for sensory evaluations Negotiate price point with distributors Rely on producers or importers or independent experts Retailer or Restaurant n n Owner or sommelier or distributor expert does sensory Price negotiated with distributor

Wine Professional n Direct Shipping n Consumer or retailer buys direct from producer May be mediated by shipping company n May involve promotion and advertising professionals n

Translating Demographics into Sales • Database on demographic characteristics • Develop Demographic Interaction Matrices • Age x Experience x Accessibility • Recognize groups and serve them • EX: Millennial x Novice x winery tasting room

Example Matrix • Millennial x Novice x winery tasting room Millennials -optimistic and focused -group expectations -adventurous -respect authority -digital w/limited attention span -assertive Resulting Matrix -digital contact before or during visit -get information quickly -have finger food available -feed group dynamics -feed perceptions of special experience and unique products -don’t reference standards of other age groups Naïve Experience -interest in education -like food and wine pairing -price conscious Winery Tasting Room -intimate atmosphere -opportunity for education -trained staff -sensory tasting prominent

Sales From Example Matrix n Digital preparation and contact throughout n n n Unique varietals and blends n n n Allows presentation before tasting to pique interest Unique wines are more “special” Unique wines feed adventurous and optimistic group experience Taste unique wines first and educate later Emphasize sensory experience and food with wine Equate uniqueness with quality Probable sales niches n unique blends, new varietals, unique styles of old varietals

Decisions on Essential Matrices • Tracking on Visitors vs. Purchases • age and origin and context of visit • if willing, digital address and social media hits • level of experience • repeat visits • overall sales trends of niches vs. demographics • Actively target demographic niches • • Develop and test matrices Develop product niches to match trends

What are the Senses involved in the Perception of Food? I. Taste • the sensation perceived by the taste buds on the tongue when chemical compounds are dissolved in saliva. • Four basic tastes : Sweet, Sour, Salty and Bitter • Fifth taste? Umami (mono-sodium glutamate)

What are the Senses involved in the Perception of Food? II. Aroma • Olfactory sensation perceived when volatile chemical compounds are sniffed through the nose • thousands of odors associated with foods • (e. g. ) minty : “like peppermint oil” • anosmics

What are the Senses involved in the Perception of Food? III. Common Chemical Senses / Irritation • a. k. a. , Chemesthesis • irritation from chemical compounds (capsaicin, pipperine, zingerone, etc. ) IV. Tactile Senses (Touch) • Texture

What are the Senses involved in the Perception of Food? V. Temperature • Heat, Cold VI. Vision - Seeing • Appearance of foods VII. Audition - Hearing VIII. Kinesthetic Senses - Feedback from muscles

What is Flavor ? Chemist Odor (Aroma) Food Scientists & Flavorists Taste Odor (Aroma) Psychologists Taste Odor (Aroma) Texture Appearance Sound

Sensory Methodology I. Analytical Tests • Using the human senses as analytical instruments to measure the sensory properties of foods. • Use trained, experienced judges • Controlled conditions (Laboratory settings, in booths)

Sensory Methodology II. Consumer Tests • Study of consumer preference and acceptance • Use judges from the target population : untrained consumers • Ordinary conditions of eating/use.

Sensory Methodology I. Analytical Tests a) Discriminative tests b) Descriptive tests II. Consumer Tests a) Qualitative tests b) Quantitative tests

Sensory Methodology I. Analytical Tests a) Discriminative tests: a. k. a. , Difference tests “Is there a difference? ” • Paired comparison • Duo-Trio • Triangle

Paired Comparison A B n The subject is given two samples, and asked which one has a more of a given attribute (sweeter, saltier, etc. )? n Must define attribute on which the samples differ. n Traditionally regarded as the most sensitive difference test (only 2 samples/trial).

Paired Comparison A B n Need fewer samples than other difference tests (only two samples per trial) n One complete set of the test consists of two different orders: AB and BA n Randomize the orders so that the judges can not outguess the order.

Duo-Trio Test R A B n Which is the same as the reference (standard)? n Do not need to specify an attribute n 3 samples per trial

Duo-Trio Test R A B n Not as sensitive as paired-comparisons test (3 samples per trial for duo-trio whereas 2 samples for paired) n 4 orders for a complete set of the test: n n n In case of R = A: RA A B, RA B A In case of R = B: RB A B, RB B A Must counter balance and randomize the orders within and among the judges

Triangle Test A B A n Which is the odd sample? n Do not need to specify an attribute n 3 samples per trial

Triangle Test A n B A 6 possible orders in a complete set of the test: AAB, ABA, BAA, BBA, BAB, ABB n Orders of presentation are counterbalanced or randomized among and within the judges n Not as sensitive as paired-comparisons test: 3 samples per trial for triangle test

Sensory Methodology I. Analytical Tests b) Descriptive tests: “What is the nature of the differences and how much? ” 1) Descriptive Analysis Techniques a. Flavor Profile b. Texture Profile c. Quantitative Descriptive Analysis d. Spectrum Method e. Free-Choice Profiling 2) Time-Intensity Method

Descriptive Analysis - Booth setting

Flavor Profile and Texture Profile a. Flavor Profile • Arthur D. Little, Inc. , 1940 s • 4 - 6 judges, Panel leader, Consensus b. Texture Profile • General Foods Corp. , 1960 s • Expanded by Civille and Szczesniak • Panelists define terms and procedures • Samples evaluated independently by each panelist • Consensus or by statistical analysis of the data

Quantitative Descriptive Analysis • a. k. a. , QDA® • Tragon Corp. • Relies heavily on statistical analysis • Panelists screened - users and likers • Panel leader - facilitator • 15 cm line scale used • Panelists evaluate in separate booth • Spider web and statistical analysis (ANOVA, etc. )

Spectrum Method™ • Civille et al. • Long training with standards to anchor scale • Train panel in underlying technical principles • Not use one type of scale (pragmatic) • Facilitator tastes product but scores are not included • Take means not consensus • Must have scale anchors: at least 2, preferably 3 -5

Free-Choice-Profiling • Williams and Arnold @ Agricultural and Food Council in U. K. • Panelists invent and use as many terms as needed • Panelists develop his/her own scoresheet • Data analyzed by Generalized Procrustes analysis • Saves time - no training • Panelists considered to be naïve consumers • Resulting parameter comes from the experimenter

Time-Intensity Method • Intensity of perception varies with time over long or short period • Responses recorded continuously • Important variables to be considered: – protocols for evaluation – protocols for coordinating product evaluation and response recording – Extensive training may be needed • Parameters: Area under the curve, Maximum intensity, Time of maximum intensity, Duration

Sensory Methodology II. Consumer Tests a) Qualitative tests i) Focus Group ii) one-on-one interviews b) Quantitative tests i) Preference tests - choice, ranking ii) Acceptance tests - rating - In terms of Panelists: a) In-house Panel b) Semi-Random Selection in Central Location c) Specially Targeted Panel - Require Screening

Consumer Test Setup - Central Location

Sensory Evaluations and Statistical Analysis Analyze the results by Statistical Analysis to discriminate between actual differences and random error = statistical significance - Non-Parametric Tests: Binomial, Chi-square, etc. - t-Tests - Analysis of Variance (ANOVA, AOV) - Correlation and Regression - Multivariate Statistics - PCA, RSM, PLS, GPA, etc.

Sensory Evaluation Using Human Subjects as Instruments Judges are: - Variable over time - Variable among themselves - Prone to Bias - Prone to fatigue and attention drift

Sensory Evaluation Using Human Subjects as Instruments Judges are: - Variable over time - Variable among themselves - Prone to Bias - Prone to fatigue and attention drift In order to minimize these pitfalls: - Measurements must be repeated - Number of judges must be high enough - Biases must be avoided or reduced - Appropriate rinsing protocol should be used - Appropriate number of sample/session should be tested and appropriate session length should be thought out

When designing a Sensory Evaluation Test Optimize four factors: - Definition of the Problem - Test Design - Instrumentation (Panel) - Interpretation of the results

When designing a Sensory Test 1. Determine the project objective 2. Determine the test objective 3. Screen the samples (bench-testing) 4. Design the test 5. Conduct the test in appropriate settings 6. Analyze the data w/ proper Statistical Methods 7. Interpret and report the results

Uses of Sensory Evaluation I. Used more routinely for 1) Quality Assurance/ Quality Control 2) Grading II. Used as a research tool in 1) Product development 2) Correlation between sensory and instrumental measurements 3) Predictive tool

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