Unformatted text preview: 2 52 – Lesschaeve Sensory Evaluation of Wine and Commercial Realities: Review of Current Practices and Perspectives
Abstract: The attributes of a wine rely on the sensory acuity of the winemaker or the winemaker’s team. Depending on the winery operations or the style of wine made, the winemaker can be viewed as the expert crafting an artisan wine or producing a commercial alcoholic beverage designed to appeal to many consumers. The globalization of the wine market now enables more consumers to taste wines produced in foreign regions. Winemakers producing popular wines have been challenged by evolving consumer needs, values, and motivations for drinking wines, consumption habits, and greater product competition. This review discusses the tools sensory evaluation provides to assist winery operations by characterizing wine sensory properties and by better understanding consumer preferences in order to design better wine styles. By reviewing the scientific and marketing literature, key concepts are illustrated and new perspectives for consumer-driven winemaking and wine business strategies are proposed. Key words: sensory evaluation, wine, expertise, winery operations Tasting wine has always been a part of the standard operations of a winery. Although this function was traditionally assigned to one or several winemakers, the use of sensory evaluation techniques has increased since the late 1980s, especially under the leadership of Ann Noble at the University of California, Davis, who has taught good sensory practices to evaluate wine. In 2000, a sensory symposium was organized as part of the 50th anniversary meeting of the American Society of Enology and Viticulture. In Noble’s introduction, she noted that wineries were not “taking advantage of the vast strides that have been made in sensory methods and data analysis” (Noble 2001). Case studies were presented that illustrated the benefits for medium- and large-size wineries to use good sensory practices and sensory methods in their research, development, and marketing programs (ChaconRod...
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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