Study Reveals Consumer Interest in Smoke-Impacted Wines

Research highlights potential market opportunities for wildfire-affected wines through strategic labeling and blending techniques.

A study involving 197 New Zealand wine enthusiasts found that over half enjoyed smoke-impacted wines, rating them an average of 6.86 out of 9.
Labeling significantly influenced perceptions, with skeptical tasters increasing their ratings from 3.26 to over 5 when wines were labeled with wildfire-themed descriptions.
Consumers with greater wine expertise and an appreciation for smoky flavors in food were more likely to enjoy smoke-affected wines.
Researchers suggest blending smoke-impacted wines with non-affected ones and using transparent, creative marketing to appeal to diverse consumer groups.
The findings offer new strategies for winemakers facing increasing wildfire risks due to climate change, potentially turning challenges into opportunities.