The Influence of the Bottle’s Price and Label Reported Information on the Perception of the Minerality Attribute in White Wines

Abstract

The use of the descriptor “minerality” in a wine has increased in the last few years. This term is frequently used to describe wines closely associated with their terroir. This concept represents the complete natural environment in which a particular wine is produced, including factors such as the soil, topography and climate. In addition, the term “minerality” is frequently used to increase the price of the bottle. However, little is known regarding how this complex concept is perceived by consumers and whether they use this extrinsic information related to the term “minerality” in the purchasing process. The aim of this study is to understand how the term “minerality” could influence consumers when they purchase wine when this descriptor is included as an extrinsic characteristic on the label and in the price of the bottle. For this purpose, the so-called CATA (check-all-that-apply) methodology was used with a panel of 25 judges in order to define the attributes that a “mineral” wine should contain in order to be chosen and if the information displayed on the label and the price could influence consumers in that process. This technique is a dynamic sensory evaluation in which participants select the terms they consider apply at each moment from a list of attributes and deselect them when they no longer apply. The judges blindly tasted two different white wines in eight different glasses displayed with different label information related or not with terms associated with the minerality concept. In a second round, judges tried six glasses presented with the only information of the bottle’s price. In both tasting sessions, the used list of descriptors contained 44 terms, 16 of which were related to the attribute of minerality, 13 were considered antonyms of such a descriptor and 15 referred to extrinsic aspects. The results showed that consumers were not directly influenced by the label reported information or the bottle´s price when they described a wine as mineral. Finally, the statistical evaluation conducted by the CATA analysis divided the list of 44 used terms by their range of importance when a wine is described as mineral. The terms were divided into those that help to classify a wine as mineral and those that are antagonistic to this concept.