By Quini Team March 9, 2022 Comments Off on SENSORY PROFILE – MILLENNIAL WINE CONSUMERS

Sensory Study Of Young Wine Consumers In North America

For years the wine industry has tried to figure out the next generation wine consumer. Millennials, specifically, are an important cohort that is larger than the baby boomer generation on whose shoulders the industry flourished. Unless millennials embrace wine in a more significant way, the industry’s struggle to grow will likely persist.

A new Quini wine consumer sensory report sheds light on what the North American millennial wine drinker likes and dislikes.

The report, delivered as an interactive analytics experience rather than the traditional verbiage plus chart images format, allows for filtering data in a number of ways including by blind or non blind tasting, geographic region, gender, drinker wine experience, varietal, wine type, winery or product.

Here are some key insight from the report, titled MILLENNIALS – Sensory Study of Young Wine Consumers, North America, 2022.

FEMALE CONSUMERS HAVE LOWER EXPECTATIONS OF WINE PRODUCTS – Female millennials are almost twice as likely to refrain from setting expectations on a wine, than male drinkers. They also have lower expectations overall, of a wine.

Millennial female drinkers have lower expectations of wines presented to them.

AUSTRALIA REIGNS – On average, wines from Australia get rated at the top by millennials, albeit marginally ahead of United States wines. New Zealand wines rank third.

COUNT MORE ON MALE DRINKERS TO SPREAD THE WORD – Male millennial drinkers, on average, are slightly more open to recommending a wine, than young female drinkers.

Male wine consumers are more likely to tell others about a wine they enjoy.

FLORAL NOTES ARE KEY TO TASTE PREFERENCE IN RED AND ROSE WINES – Floral forward taste impression is associated with higher mouth appeal average scores by millennials for red and rose wines, but not for white wines.

Floral notes on the palate drive millennial drinker preference in red and rose wines.

MORE FEMALE MILLENNIALS PARTICIPATE IN QUINI DIGITAL WINE TASTINGS – Of eleven major US and Canadian markets included in the analysis, more women attended Quini digital wine tastings than men did. In nine markets, the ratio of female wine tasters was between 51 percent to 70 percent. Five of those cities boasted a higher than 60 percent female to male ratio.

More female wine consumers engage in digital wine tastings than male consumers.

CARAMEL, FLORAL, FRUITY AND NUTTY FLAVOURS APPEAL TO YOUNG RED WINE DRINKERS – These flavours are associated with higher mouth appeal, amongst millennial wine tasters. Honey and chocolate correlate the highest with mouth appeal within the Caramel flavours category on Quini, while almond and walnut lead in the Nutty category. Also for reds, in the floral group on Quini, bergamot leads, followed by general floral notes.

IN RED WINE, CHEESE, YEAST, SHERRY, AGED AND FRESH VEGETAL FLAVOURS NOT MILLENNIAL FAVOURITES – Other flavours that millennial drinkers often associate with lower red wine ratings on Quini include butter, prepared vegetal, black pepper and mushroom, among others.

Red wine taste notes associated with mouth appeal average scores.

WHITE WINE DRINKERS FAVOUR NOTES OF WALNUT, CHOCOLATE, SHERRY AND BERRY – Other preferred notes include hazelnut, butterscotch, orange blossom, woody and anise, among others.

IN RED AND ROSE WINES BLENDS RANK HIGHER THAN SINGLE VARIETAL WINES – The top two rated varietals in the red and rose categories are blends. In the white wine category, the top two are single varietals, namely Muscat Ottonel, followed by Riesling, driven mostly by male drinker preference. Notably, when isolating female drinker tasting data, Riesling drops out of the top ten most preferred white wine varietals.


We analyzed sensory and attitudinal feedback from nearly 600 millennial consumers in the United States and Canada. The group included people who drink wine regularly but also those relatively new to wine. The analysis covers over 200 different high volume wines and nearly 6,000 individual Quini wine reviews completed by Quini wine consumer panelists using the Quini wine tasting and rating application. Data coverage included multiple metro markets, namely Seattle, Los Angeles, Tampa, New York, Chicago, Phoenix, Houston, Boston, Toronto and Vancouver.

The report looks into market leading high volume brands including Josh, J., Meiomi, Ferrari Carano, Decoy, Talbott, 19 Crimes, Twisted, Carnivor, Apothic, La Marca, Cambria, Kendall Jackson, Chateau Ste. Michelle, 14 Hands, Gray Monk, Jacob’s Creek, Mission Hill, Open and many others.

The report is delivered in an interactive analytics dashboard format that features extensive data filtering and charts.


Media may obtain further details and data breakdowns by contacting Quini media relations at

Content and images may be reused with credit to Quini®.

By Quini Team January 10, 2022 Comments Off on Vancouver Wine Consumers Planning Return To The Okanagan in 2022

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?

By Quini Team November 18, 2021 Comments Off on Quini Wins 2021 Innovation Award by Wine Industry Network

WINnovation Awards Recognize The Most Innovative Industry Suppliers And Service Professionals

VANCOUVER, BC – November 18, 2021 – Quini® (, the leader in consumer sensory data and analytics solutions for the wine industry, has been recognized by Wine Industry Network with the WINnovation 2021 Award.

WINnovation is an annual award presented to five of the most innovative wine industry suppliers and service professionals. The award recognizes organizations for ground-breaking products or practices and positive contributions toward the advancement of the North American wine industry.

“There’s a growing awareness of the importance of quality data for making sound business decisions, but acquiring the right data and interpreting it can be a costly challenge. That’s why we believe Quini’s solution to making consumer sensory data accessible to more wine businesses is an important innovation for the industry,” says Kim Badenfort, Editor, Wine Industry Advisor.

“I am honoured to receive the WINnovation Award on behalf of our visionary founders, staff and investors,” said Roger Noujeim, Quini’s chief executive office. “I would also like to thank our clients. Winery professionals who have recognized Quini’s unique ability to deliver answers to critical business and product questions using sensory data, more quickly and cost efficiently than traditional practices and research models.”

Quini clients include top 25 US and Canadian wine producers, as well as fast growing small and medium sized wineries. The company’s flagship platform, QUINI DATA™, is an annual subscription SaaS solution that delivers user friendly analytics to the executive desktop, for answers on-demand. Quini also provides project-based data solutions, and interactive sensory data reports available for purchase on the company’s website.

Quini is the leader in near real-time wine sensory data and technology solutions. Founded in 2013, Quini is headquartered in Vancouver, BC. Quini’s investor group includes OKR Financial ( and private investors.


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.”