Consumer Response to Wine Made from Smoke-Affected Grapes

When vineyards and grapes are exposed to smoke from wildfires or controlled burns, this can result in wines with smoky, burnt or ashy attributes that have been linked to the presence of elevated concentrations of volatile phenols and phenolic glycosides. These smoky flavours are considered undesirable by winemakers, but there is little information about how consumers respond to smoke-affected wines. To investigate whether consumers respond negatively to smoky attributes when wine is tasted blind, three studies assessing sets of Pinot noir rosé, Chardonnay and unoaked Shiraz wines with varied smoke flavour were conducted. Overall, wines rated high in smoke flavour were less liked compared to non-smoke-affected wines. Independent of wine type, there was a strong negative correlation between smoky flavour and overall consumer liking. Detailed data analysis revealed that consumers who are wine drinkers fell into one of three categories: highly responsive to smoke, moderately responsive, or a smaller group of non-responders. This consumer-based information is essential for guiding the assessment of risk from smoke exposure of grapes and potential for quality defects in wine, as well as identifying and benchmarking management options for wine producers, not only in Australia, but globally.