Perceptions of wine quality

Abstract

The term `quality' is regularly used by those who produce, promote and consume wine. However, the nature and features of wine quality are rarely explained. This study was designed to explore what drinkers consider to be the nature of wine quality and what they believe its features to be. Focus groups and individual and small group interviews were used to explore the conceptualisation and dimensions of wine quality, how that quality is assessed, and what its relevance may be. There were 105 informants, sourced from three states across Australia primarily by utilising friends and acquaintances of the researcher. Informants included consumers with a wide background of consumption practices and involvement levels, and also producers and those involved generally in the marketing, selling and promotion of wine. The study viewed wine as an aesthetic or quasi-aesthetic object and therefore also investigated drinkers' more general perceptions of the links between wine and other aesthetic products, placing the understanding of quality within that context.

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