Project Title

Determining the relative importance to wine consumers of sensory and non-sensory attributes on liking and choice: a cross-cultural study


Background of the Project

Australian wine exports grew at a compound rate of 18.2% from 2000-01 to 2004-05, however this growth is predicted to fall in the coming years based on consumer demand predictions (AWBC 2006). As part of a strategy to address this problem the Australian Wine and Brandy Corporation (AWBC), the Grape and Wine Research Development Corporation (GWRDC) and the Winemakers Federation of Australia (WFA) are focusing more on marketing intelligence and developing a greater understanding of what drives consumer demand in export markets.


Project Objectives

The project is mainly focused on simultaneous prediction of consumer response to:
- Wide range of packaging
- Label information
- Pricing
- Communication devices
- Wine styles / flavour profiles
In its first part the project develops and tests the marketing tool for the Australian wine market and applies it as a second step to an emerging overseas wine market.


Project Time Frame

1 October 2006 - 30 September 2009


Project Sponsor

This project is being funded by the GWRDC as a proof of concept of utilising sensory and discrete choice techniques to develop the understanding of what drives consumer demand in export markets.




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