PurposeConsumer likeability and willingness to pay (WTP) for two Italian sparkling wines, (Conegliano Valdobbiadene Prosecco DOCG and Prosecco DOC) are evaluated through a non-hypothetical Becker-DeGroot-Marschak (BDM) auction during a wine-tasting experiment. The purpose of this paper is to estimate individual WTP and relate it to likeability for both wines, with and without supplying additional information on their features.Design/methodology/approachData were collected in May–June 2019 from a sample of 99 consumers in Northern Italy. A non-hypothetical BDM auction in a wine-tasting experiment was implemented.FindingsThe results show that the additional information plays a significant role in widening the WTP gap between the two geographical indications (GIs), while the blind tasting narrows this gap. The “superiority” of the Conegliano Valdobbiadene Prosecco DOCG is confirmed but relies more on its better reputation than its better taste.Research limitations/implicationsThe authors are aware of two main limitations in the study. The first is the territorial composition of the consumer sample. The second is the selection of the Prosecco bottles used in the experiment. The results are considered pioneering and need to be verified by additional experiments with different consumer and bottle samples.Practical implicationsPromotional suggestions for the Tutelary Consortia of the two GIs stem from the results. The Prosecco DOC should primarily stress its likeability, while the Conegliano Valdobbiadene Prosecco DOCG should primarily emphasise the reasons for its “superiority”.Originality/valueTo the best of the authors' knowledge, no previous study has related likeability and WTP for similar GI wines produced in contiguous areas. Moreover, the current research has applied a non-hypothetical BDM auction in a wine-tasting experiment.
Umami is a fundamental taste, associated with the molecules of monosodium glutamate and other amino acids and nucleotides present in many fermented foods and beverages, including wine. Umami also plays the role of flavor enhancer and prolongs the aftertaste. In this research, monosodium glutamate and aspartate, responsible for the umami taste, were quantified in Italian still and sparkling white wines aged through contact with yeasts. The wines were studied from a sensory point of view to quantify the perception of umami and relate it to other sensory parameters. The results show that monosodium glutamate and aspartate are present in the wines studied. However, sensory analysis shows that there is no clear relationship between the umami taste and the concentration of the two amino acids, but their presence plays a fundamental role in enhancing other gustatory and olfactory perceptions, making them even more persistent.
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