Quini Sensory Study of Millennial Consumers and the Relationship Between Residual Sugar Content, Sweetness Impression and Taste Appeal

December 2022

Authored By:

Anton Bobanov – Lead Data Scientist
Roger Noujeim – Chief Executive Officer

BACKGROUND

This study looks to answer a vexing, long standing question in the wine industry. Specifically whether younger consumers gravitated towards sweeter wines, over time.

To answer the question, we analyzed millennial consumer sensory tasting data in Quini covering 180 wines that were tasted and rated using the Quini wine tasting and rating app. 516 frequent millennial wine buyers in 17 U.S. states and Canadian and Australian provinces rated a variety of the wines and at different times, during the period.

The data was captured during guided Quini wine tastings, with a number of the wines tasted blind. The split between female and male drinkers was 60 percent to 40 percent, respectively.

Consumers covered in the study are frequent wine buyers and represent the typical wine drinking population at large, with various levels of wine experience.

BUSINESS IMPACT

The report will help to answer a number of important business and product questions, to help drive actionable outcomes. These include:

• How well young wine drinkers can detect sweeter wines.
• How perceived sweetness impacts millennial consumer reaction to a wine’s taste.
• The difference sweetness makes on consumer appreciation of a wine, by wine type.
• The correlation between residual sugar in a wine and consumer impression of its sweetness.
• Younger versus older millennials’ insight and reaction to wine sweetness.
• What RS levels actually affect millennial consumer reaction.
• Millennial consumer drive towards sweeter wines, over time.
• Millennial consumer impression of sweetness in red wine.
• The correlation between sweetness wine impression and millennials’ rating of a product’s mouth appeal or taste.
• Wine types millennials react to more quickly, when it comes to residual sugar.

Please click here to gain access and download the 19 page report immediately.

We look forward to your questions and feedback, and to hear how any of the insight revealed in the report benefited your winery.

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