Unformatted text preview: riguez et al. 2001, Lesschaeve 2001, de la Presa Owens 2001). A key realization of this sensory symposium was that although the wine industry valued sensory data, very few wineries were actually using sensory techniques in their winery operations, except in research and develop- ment projects and often in collaboration with academic partners. This review article examines recent contributions of sensory science in the fields of enology and viticulture; discusses wine-tasting expertise in the context of commercial realities; describes sensory techniques successfully used in commercial research, development and marketing research; and offers perspectives for the future. Wine Expertise and Commercial Realities
The evaluation of wine quality has traditionally been in the hands of winemakers, who have the training and experience to detect faulty wines and to craft wine according to a specific style. Peynaud (1996) claimed that “the role of tasting expertise is not the identification of anonymous wines, but the exercise of quality control. Its function is to judge whether a wine is free of fault, which might lessen its value or render it unfit for consumption and to see whether it has the qualities required by its denomination.” In medium- to large-scale operations, winemaker expertise is used to develop new wine styles based on marketing information and recommendations. Experienced winemakers, wine judges, and wine writers are considered wine experts by the public and by their peers. Moreover, the public views wine experts as people who can help them choose the right wine for the perfect occasion. Thomas and Pickering (2003) surveyed New Zealand wine consumers on the importance of information displayed on wine bottle labels. They found that when consumers examined wine labels to determine their purchase decisions, they first look for winery, then for brand name, and then for opinions of wine experts and awards and medals. But what is a wine expert? An expert is defined by American Society of Testing Materials as someone (often operating alone) with extensive experience in a product category who performs perceptual evaluations to draw conclusions about the effects of variations in raw materi252 Director, Cool Climate Oenology and Viticulture Institute, Brock...
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This note was uploaded on 09/29/2010 for the course VEN 91863 taught by Professor Hildergardheymann during the Spring '09 term at UC Davis.
- Spring '09