The role of expert judgments in wine quality assessment: the mismatch between chemical, sensorial and extrinsic cues

Abstract

Purpose The complexity in determining the quality of a credence good like wine increases due to the lack of mandatory ingredient labeling. This has generated a significant information asymmetry in the wine market, leading consumers to delegate their purchase decisions to expert rankings and wine guides. This paper explores whether expert assessments reduce the information asymmetry caused by the absence of ingredient labeling in the wine market.Design/methodology/approach By employing analysis of variance (ANOVA) in a sample of 304 wines included in the Wine Guide of the Spanish Consumers Organization (OCU), this paper assesses the extent to which expert assessments based on sensory evaluations converge with the objective cues provided by laboratory analysis in wine quality evaluations.Findings Results reveal a mismatch between expert assessments and laboratory analyses. Chemical aspects such as SO2 levels or volatile acidity, sensorial factors such as intensity and persistence, and extrinsic variables such as the region of origin or wine type play an important role in the quality ranking of wines.Originality/value These findings call for the inclusion of objective intrinsic cues in expert sensory assessments to provide consumers reliable information about wines and to resolve the apparent dissonances in wine quality assessments.

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

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