Determining cross-cultural wine quality drivers: a chemical, sensorial and data fusion approach

Described as a complex beverage, wine is enjoyed by many, with associated quality rather difficult to define. Novice wine consumers are guided by experts in terms of wine quality identified and associated with certain wines, however many consumers lack wine knowledge and find it difficult to further express what they prefer. South Africa is a country rich in diversity of cultures, difference within each culture and between age cohorts, making market segmentation an option to consider identifying specific target markets to better marketing strategies and gaining more market share. The focus of this study is to determine cross-cultural wine quality drivers by means of a chemical, sensorial and data fusion approach. In most studies chemistry and sensory data will be analysed but the consumer data will be excluded. This study was conducted by using two South African style wine cultivars Sauvignon blanc and Shiraz/Syrah as not a lot of information to date is available on these wines with indicated preference of South African wine consumers. The consumer target group is Generation Y (born in 1981 to 1996) with a focus on wine consumers from different cultures: Xhosa, Zulu, Sotho/Tswana, Afrikaans and English. Sensory analysis by wine experts (free listing in combination with quality and typicality scoring), trained panels (Rate-All-That-Apply (RATA), Descriptive analysis) and consumers (preference ranking) were conducted. Chemical analysis such as major volatiles, thiols, oak lactones, phenolics, methoxypyrazines, alcohol, pH, volatile acidity (VA), total acidity (TA), organic- acids and sugars were conducted to see if there are any correlation between wine precursors of flavour and consumer preference by means of multivariate data analysis approach. Quality and preference drivers were explored through chemosensory profiling by multifactor analysis (MFA) using quantitative data (sensory and chemical data). After sensory evaluation consumers completed a survey to obtain further insights into cultural context, wine style and occasion. Difference in wine style preferences, wine occasion and wine consumption frequency were identified between different genders but also different language groups. Industry expert focus groups were conducted to obtain information on wine style produced and target market for the South African wine consumers. However, they need insights into how to “move” South African consumers from a beer to a wine drinking nation. Current styles applied might be too far away for many Generation Y consumers preferring lighter (less wood), fruitier and lower in alcohol wines. Consumer focus groups were conducted to obtain a better understanding of South African wine consumer choice based on internal and external cues, what they associate as a quality wine and what they see as the “missing link” to support them in their wine choice. A need for wine education was highlighted by both the industry experts and consumers. To better understand the extrinsic cues, producers need a better understanding of the different cultures. Although this study is only a small representative sample it gives insights into consumer preference, liking and emotions associated when it comes to wine style choice by South African wine consumers.

Grantor dc:publisher

Stellenbosch : Stellenbosch University

Year dc:date.issued

2026

Author dc:creator

• Vlok van Zyl, Anna Hendrieka

Advisors dc:contributor.advisor

• Brand, Jeanne
• Oelofse, Sulette

Language dc:language.iso

en

Repository record dc:identifier.uri

https://scholar.sun.ac.za/handle/10019.1/135599

OAI identifier oai:identifier

oai:scholar.sun.ac.za:10019.1/135599