Consumer acceptability, sensory properties and expert quality judgements of Australian Cabernet Sauvignon and Shiraz wines

Background and Aims:  This study aimed to determine what sensory attributes most drive consumer and expert acceptance for Cabernet Sauvignon and Shiraz wines. Methods and Results:  The sensory attributes of a set of commercial wines were quantified by a trained panel. A subset was assessed blind for liking by 203 consumers and for quality by 67 winemakers. For the total group of consumers, wines with low levels of ‘bitterness’, ‘hotness’, ‘metallic’, ‘smoky’ and ‘pepper’ were preferred. In addition, four consumer clusters were identified, each with different sensory drivers of preference, with the attributes ‘red berry’, ‘floral’, ‘caramel’ and ‘vanilla’ aroma, ‘acidity’, ‘green’ flavour and astringency being of importance in distinguishing the different clusters' acceptance scores. The winemakers' quality scores had little relationship with consumer response, although both groups gave low ratings to wines with Brettanomyces-related flavour. Conclusions:  A relatively small set of sensory attributes were of greatest importance to consumer liking, and these generally dominate varietal differences. Winemakers' quality concepts do not closely align with those of the consumers. Significance of the Study:  This study identifies sensory properties of red wines which could be maximised as well as those which should be reduced, allowing producers to better meet consumers' preferences.