By Roger Noujeim May 30, 2022 No Comments

A North America Sensory Study On Cabernet Sauvignon Consumer Preferences

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 big 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 – Norh America 2021, analyzes the feedback of more than 300 consumers of 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.


  • 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 volume brands don’t necessarily mean high consumer preference. The report lists several big sellers with relatively low consumer ratings.
  • The majority of female drinkers rate a Cabernet Sauvignon wine’s taste lower than its aroma.
  • Consumers prefer Cabernet Sauvignon wines with relatively higher acidity, higher alcohol and higher sweetness.
  • 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 create a more harmonious balance and taster experience.
  • Male drinkers on average prefer sweeter Cabernet Sauvignon wines than female consumers.
  • GenZ and Millennial consumers prefer ruby colored Cabernet Sauvignon wines, while GenX and Boomers lean towards purple shade products.
  • Among the Cabernet Sauvignon most identified flavours, consumers associate Oak, Cherry and Rose with their most preferred wines. Conversely, consumer preference drops when flavours of Forest Floor, Smoke and Black Pepper are prominently noted.

If you have a Cabernet Sauvignon product you’d like to analyze and benchmark against a competitive set, drop us a note at

Roger Noujeim

Roger Noujeim


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