A recent study has revealed that certain consumer groups are open to drinking smoke-impacted wines, creating potential market opportunities for winemakers. This finding is particularly relevant as wildfires increasingly affect vineyards, leading to concerns about the impact of smoke on wine quality.
The study, conducted by researchers from Oregon State University and New Zealand, found that individuals who enjoy smoky flavors in food and beverages are more likely to accept wines with smoke characteristics. Additionally, the research highlighted that the type of labeling used on wine bottles can influence consumer perception and acceptance.
Research and Innovations Address Economic Impact of Wildfires on Winemaking Industry
The wine industry has suffered significant economic losses due to wildfires, with an estimated $3.7 billion in damages following the 2020 West Coast wildfires in the U.S. In response, a research team led by Oregon State scientists secured a $7.65 million grant from the U.S. Department of Agriculture to investigate the effects of smoke on wine.
Their research has led to significant discoveries, including identifying compounds responsible for smoke impact in grapes and developing protective spray-on coatings to prevent undesirable flavors in wine. These advances offer promising solutions for mitigating the negative effects of wildfire smoke on winemaking.
To better understand consumer attitudes toward smoke-impacted wines, researchers conducted a study using Oregon pinot noir grapes affected by wildfire smoke. The study was carried out in New Zealand, a region with minimal exposure to wildfire-impacted wines, to assess unbiased consumer reactions.
A total of 197 participants were recruited, and they were divided into two groups—those who liked the smoke-impacted wine (110 people) and those who disliked it (87 people). The findings suggested that certain consumers may be more receptive to these wines than previously assumed.
Strategic Labeling and Marketing Can Boost Acceptance of Smoke-Impacted Wines
The study also explored how different wine labels influenced consumer perceptions. The smoke-liking group consistently rated the smoke-impacted wines highly, with an average score of 6.86 out of 9. In contrast, the smoke-disliking group initially rated the wine at 3.26.
However, when labels referencing wildfire origins were introduced, the dislikers’ average rating increased from just over three to more than five. This suggests that strategic branding and marketing could help improve consumer acceptance of smoke-impacted wines. The labels had minimal effect on those who already liked smoky flavors, but their scores remained above six, demonstrating a stable preference.
The study’s findings indicate that winemakers have multiple options to make smoke-impacted wines viable in the market. Blending, a common winemaking technique, could help balance smoky flavors by mixing impacted and non-impacted wines. Additionally, targeted marketing strategies that highlight the unique smoky characteristics of these wines may attract consumers who appreciate such flavors. Professor Elizabeth Tomasino emphasized that consumer acceptance for these wines may be higher than winemakers expect, offering new opportunities to turn smoke-impacted grapes into marketable products.