By Quini Team January 10, 2022 No Comments

Consumer Feedback Reveals Direct Correlation Between Wine Tourism, Perception and Growth Potential

As a company that specializes in wine consumer sensory data and analytics for wine producers, we regularly get together with wine consumers to taste and rate wines. Our tastings include a sensory wine review experience using the Quini digital wine tasting experience, and depending on client requirements, we also capture consumer opinion about important product concerns or industry issues.

We hosted a tasting in Vancouver just this past December, to the equivalent of about three focus groups. 25 regular Vancouver based wine drinkers who purchase and consumer wine at least twice each month and who are overall interested in wine.

While the primary goal was to evaluate consumer taster opinion of a variety of British Columbia wines, our clients were also wanted to gauge consumer interest in visiting the Okanagan Valley in 2022, drinker general opinion of Okanagan wines, and BC wine brand awareness and recall.

Here are the findings:

The top six Okanagan wine brands recalled, in order, were as follows. If you wish to get the full list and ranking, drop us an email at

1-The View

2- Mission Hill

3- Dirty Laundry

4- Burrowing Owl

5- Monte Creek

6- Quails’ Gate

When asked how they felt about the quality of Okanagan, BC wines, 64 percent of participants said ‘positive’, 32 percent said ‘neutral’ and 4 percent had a ‘negative’ sentiment. In all, the feedback indicated a positive feeling but unveiled a significant opportunity for growth, by improving consumer perception of BC Okanagan wine products.

When compared to some of the most competitive wine regions in the world, the Okanagan Valley, BC ranked second to Burgunday, France and marginally ahead of California. Wahington State, Rioja, Spain, and Niagara, Ontario followed, in order.

Okanagan, B.C. Quality Perception

Of the 25 respondents to the questionnaire, 16 (64%) consumers had been on a wine tasting in the Okanagan before, versus 36 percent who had never been.

When asked if they plan to visit Okanagan wineries in 2022, 48 percent of all participants said yes. 36 percent said maybe and 16 percent said no.

Importantly, of those who said they plan to visit this year, 60 percent will be returning visitors and 24 percent will be net new visitors.

Percentage of Respondents Who Plan To Return to The Okanagan Valley in 2022

An interesting correlation stands out when we consider past visits (64%), positive perception of Okanagan wines (64%), a highly positive perception of the Okanagan region compared to Burgundy and other popular wine areas, and consumer intent to return to the Okanagan (60%).

It seems like the majority of consumers who go wine tasting in the Okanagan leave with a positive impression. Most will also plan to return at some point.

Is there an opportunity to magnify promotion efforts by industry bodies to drive visitation, perception and growth?

What are your thoughts, and what is your experience with your wine club and tasting room?


Pinot Gris, or Pinot Grigio, represents a major business opportunity for wine producers. However, not all consumers and not all markets are the same. While a certain grape varietal may be, on the aggregate, preferred by consumers in a specific market, wine drinkers in another region may not have the same affinity for the grape.

Even within a market, consumer profile can greatly affect taste and wine grape preference. Among many parameters, this includes gender, age group, wine experience, background and overall food taste preferences.

We mined three years of QUINI DATA™ on Pinot Gris, for actionable consumer insight wineries can use. The analysis covered 33 popular wines and over 1000 individual consumer reviews. The interactive report focuses on wine drinkers in British Columbia, whose profile, overall, is reflective of the Pacific Northwest consumer.

Below are some highlights from the report, PINOT GRIS – Consumer Sensory Study of Household Name Pinot Gris.

  • On average, male wine drinkers rate Pinot Gris wines slightly higher than their female counterparts.
  • Usually, wine drinkers have lower expectations of Pinot Gris wines prior to tasting them, compared to other white wine varietals recorded on Quini.
  • Older, more experienced generations have higher expectations of Pinot Gris wines, prior to tasting.
  • Of the key sensory aspects of wine, it is usually the Mouth Appeal that may drag down a product’s overall rating.
  • Longer Finish duration positively impacts Finish Quality perception and rating. For female drinkers, the effect is higher.
  • Among the flavours detected by consumers when tasting Pinot Gris wines, products that drinkers associate with Lychee, Woody, Honey and Prune, typically score higher on Mouth Appeal.
  • Drinkers prefer Pinot Gris wines that are straw in colour and clear throughout with no darker tone in the centre of the liquid, when looking at the wine in a glass.
  • Consumers who detect extreme Sweetness or Alcohol in a Pinot Gris wine, most often may also record an impression of lower overall balance.
  • Acidity in Pinot Gris wines often gets a less extreme score and does not impact the overall balance score as much.

Interact with a sample of the analytics and get more information on the report at this link.

By Quini Team October 21, 2021 Comments Off on CABERNET SAUVIGNON – Consumer Sensory Study of Household Name Brands

Many wineries are diving deeper into the world of data to better understand their markets. In the world of wine, Cabernet Sauvignon is a critical arena where wineries big and small compete for market share.

We looked at the latest QUINI DATA™ interactive consumer sensory report on Cabernet Sauvignon to bring you key insight you can use today.

The report, CABERNET SAUVIGNON – Consumer Sensory Study of Household Name Cabernet Sauvignon – North America 2021, analyzes the feedback of more than 300 consumers, on 34 high volume leading wines, across 5 U.S. States and Western Canada. A total of 3,500 deep, rich wine reviews spell out opportunity for anyone paying attention to what consumers have to say.

While it is not the full report, and we highly recommend you obtain it for your teams, here are some important highlights.

  • On average, male wine drinkers prefer Cabernet Sauvignon more than female consumers.
  • West Coast wine consumers rate Cabernet Sauvignon wines higher than drinkers on the East Coast.
  • Older generations record an impression of longer finish duration on Cabernet Sauvignon.
  • Big sellers don’t necessarily mean consumers prefer them or even enjoy drinking them as much as other products. The report names several big sellers with the lowest wine ratings.
  • The majority of Cabernet Sauvignon female drinkers rate the wine’s taste lower than its aroma.
  • Consumers prefer Cabernet Sauvignon wines with relatively higher acidity, higher alcohol, and higher sweetness impressions.
  • Consumers have a negative reaction to a sense of exaggerated tannin in a Cabernet Sauvignon, when compared to other aspects of the wine that together, including sweetness, alcohol and acidity, should work to offer a harmonious balance.
  • Male drinkers, on average, prefer sweeter Cabernet Sauvignon wines than do female drinkers.
  • Gen Z and Millennial consumers prefer ruby colored Cabernet Sauvignon. Gen X and Boomer drinkers lean towards purple shade colored wine.
  • Among the most frequently detected flavours in Cabernet Sauvignon wines, consumers give higher ratings to Oak, Cherry and Rose. Conversely, on average, they tend to dislike Forest Floor, Smoke and Black Pepper.

Purchase or get more information about this report and other QUINI DATA™ Bronze reports, at this link.

By Quini Team October 20, 2021 Comments Off on Equipping the next generation for sipping

UBCO research explores next generation of wine appreciation

October 19, 2021
By: UBC Okanagan News

Read the article at UBC Okanagan News

Photo Credit: UBC Okanagan News

It’s wine bottling season and new research from UBC’s Okanagan campus shows that younger sippers should be inspired, rather than lectured, during their tasting experience.

The international study, published in the Cornell Hospitality Quarterly, found that millennials and generation z—those between the ages of 18 to 40—appreciate wine more when they define it on their own terms and with the support of technology instead of learning with traditional terminology and analysis.

“The traditional way of teaching wine appreciation using a verbal lexicon is turning off and boring young consumers,” says Annamma Joy, professor in the Faculty of Management and co-author of the study. “With their spending power, it makes sense for winemakers to adapt the experience to better engage them as new customers.”

She says that these findings provide key marketing insights to the $9 billion Canadian wine industry.

Dr. Joy and her colleagues from Cornell University first tested how a holistic tasting approach compared to a traditional one with young wine drinkers with an average age of 24. The traditional group analyzed the wine’s taste by deconstructing flavour profiles and writing detailed descriptions. On the other hand, the holistic group, learned to appreciate wine tastes by drawing images and discussing them. Both of the groups enjoyed learning about wine, but those who participated in the holistic group engaged in a deeper, more thoughtful way.

“While new consumers might find the analytical approach effective at teaching them how to differentiate tastes, the holistic approach allows them to create a more emotional connection to the wine—bringing meaning beyond the test environment,” says Dr. Joy.

The next research step was to determine what references these young consumers use for wine information, for both new experiences and follow-up education. Generational differences in wine education were analyzed using the digital platform, QUINI. The number of online interactions increased with younger generations—millennials (24 to 40 years) engage more than generation x (41 to 56 years) and baby boomers (57 to 75 years). Also, as generation z (6 to 24 years) consumers reach drinking age, their online activity increases. The researchers also noted that the type of information preferred differs between generations, with older ones preferring traditional education and newer consumers turning to experiences such as wine-tastings and wine tourism.

“Our research shows that younger consumers are interested in wine, but their approach is different than what their parents experienced. Making learning fun and using digital platforms can increase their appreciation of wine and provide a positive path to developing future wine consumers,” says Dr. Joy.

“Wine needs a great story to attract the millennials and younger generations. If you don’t have one, you may be left with sour grapes.”