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Unformatted text preview: preference techniques regularly to remain current with shifts in the marketplace. In central location tests, consumers are requested to taste a product once or twice. In natural contexts of consumption consumers can have several sips from the same wineglass before making a hedonic judgment. It has been shown that astringency and bitterness can build up with repeated sips of red wine (Noble 2002) and that temporal profiles of bitterness and astringency of red wines could Am. J. Enol. Vitic. 58:2 (2007) S ensory Evaluation of Wine and Commercial Realities – 257 affect consumer liking scores after repeated sips (Michon and Lesschaeve 2001). There is therefore a need to develop methodologies mimicking natural consumption behaviors when measuring consumer hedonic responses. A new sensory methodology measures temporal dominance of sensations (TDS) in wine (Pessina et al. 2004). Results showed the additional value of TDS versus timeintensity measurements. Future studies are needed to assess consumer hedonic responses as a function of TDS profile of wines and evaluate the relevance of such measurement to predict consumer wine preference. Quality control of wines aims first at rejecting wines tainted with nondesirable flavors. Although zero tolerance of wine faults is the goal, it must be acknowledged that what is unacceptable for a wine expert can still be acceptable for some consumers. Prescott and colleagues proposed a consumer rejection threshold methodology to determine the level of taint at which wine is rejected by consumers (Prescott et al. 2005), and applied the method to 2,4,6-trichloroanisole (TCA) and later to Brettanomycestainted wines to demonstrate that the consumer was on average tolerant and less sensitive to taint than was an expert. Indeed, consumers rejected wines at a higher taint level than its detection threshold (3.1 ppt for TCA and 0.53–0.62 mg/L for B rettanomyces f lavor). Knowing the taint concentration at which a wine is still acceptable for consumers has significant ec...
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- Spring '09