Wildfire Smoke in Wine Reveals Unexpected Consumer Preference for Smoky Flavor Profiles

Recent research suggests that wildfire smoke may not be as detrimental to wine grapes as previously thought. A study conducted by Oregon State University and researchers in New Zealand found that many wine consumers enjoy smoky flavors in their wine. This discovery presents new market opportunities for winemakers in regions affected by wildfires, as there is a growing segment of consumers who appreciate the unique characteristics imparted by smoke exposure.

Consumer Preferences for Smoky Wines

The study, published in Food Research International, examined how consumers react to smoke-impacted wines. Researchers sent both smoke-affected and unaffected Oregon pinot noir wines to New Zealand, where winemaking has not been significantly impacted by wildfires. Among 197 participants, 110 expressed a preference for the smoke-impacted wine, while 87 did not. This indicates a substantial market of wine drinkers who are open to the smoky flavor profile.

Wildfire Smoke in Wine Reveals Unexpected Consumer Preference for Smoky Flavor Profiles
Wildfire Smoke in Wine Reveals Unexpected Consumer Preference for Smoky Flavor Profiles

Participants rated the wines on a nine-point scale, with the smoke-liking group scoring the smoke-impacted wine at an average of 6.86, while the smoke-disliking group gave it a lower 3.26. However, when the wines were explicitly labeled as “smoke-impacted,” the scores from the smoke-dislikers increased to over five, suggesting that clear labeling can influence consumer perception and make them more open to trying these wines.

Implications for the Wine Industry

The study’s findings suggest that winemakers have more options than previously assumed when dealing with smoke-impacted grapes. Along with marketing to consumers who already enjoy the smoky taste, winemakers may explore blending techniques that mix smoke-impacted and non-impacted wines. Researchers now aim to expand the study to tasting panels across the United States to determine if similar consumer preferences exist beyond New Zealand.

Wildfires have had a significant financial impact on the wine industry, with the 2020 West Coast fires alone causing up to $3.7 billion in losses. In response, the U.S. Department of Agriculture awarded a $7.76 million research grant to Oregon State scientists to study smoke’s effects on wine. This research has led to the identification of compounds responsible for smoke influence and the development of spray-on coatings that may help protect grapes from absorbing unwanted smoky flavors.

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