Wine consumers' subjective responses to wine mouthfeel and understanding of wine body

Cognitive influence on the evaluation of wine: The impact and assessment of price

Price is one of the most important product-extrinsic factors influencing the consumers' response to, and presumably experience of, wine. This is ironic inasmuch as the research tends to highlight either no, or else even a slightly negative relationship between price and liking in typical consumers when they taste wines blind. Nevertheless, providing price information, especially when it is high leads to enhanced taste ratings, especially for low to mid-priced wines. Similarly, bottle and label information (that makes a wine look cheaper or more expensive) has also been shown to influence the evaluation of wine by regular consumers (i.e., non-experts). Indeed, product-extrinsic information often appears to outweigh the product-intrinsic sensory attributes of wine in people's hedonic (in not necessarily in their sensory-discriminative) ratings. Such findings therefore highlight the importance of cognitive as compared to direct sensory cues in the evaluation of wine. This narrative historical review critically reviews and evaluates the published experimental literature that has examined the impact of price on wine ratings.

Understanding consumer acceptability of verjuice, its potential applications and sensory and chemical drivers of liking

The wine sector is working to add value, enhance sustainability and reduce waste, yet often creating new products with unknown consumer acceptance. Verjuice, juice made from discarded unripe thinned grapes, is an example. Whilst verjuice has various culinary uses, its versatility in beverages continues to expand. However, its sensory drivers of liking when consumed as a drink, and their potential impact on its application remain unclear. Chemical drivers of sensory characteristics are also unknown representing a critical knowledge gap needed to guide product innovation. This study aimed to provide new knowledge regarding consumer acceptability of verjuice by identifying its sensory drivers of liking as a beverage, evaluating its potential use in different applications and identifying chemical drivers of its sensory characteristics. New Zealand consumers (n = 93) evaluated 13 verjuice samples from different countries. Furthermore, verjuice familiarity and its influence on emotional response was investigated to determine likely future consumer engagement. Sweetness was the most positive driver of liking in verjuice overall, followed by fruity and floral notes, smoothness, and to a lesser extent citrus flavour. Consumers expressed varied preferences for verjuice's sensory profile, with fruity, floral, and honey flavours driving beverage application, whilst winey and green apple notes were more associated with culinary scenarios. Some association between chemical parameters and sensory attributes were evident (e.g. sugars were highly associated with perceived sweetness, fruity, and floral attributes; these attributes also shared proximity with 1-hexanol and cyclohexanol). The general idea of verjuice elicited positive valence emotions, but consumers who were 'not familiar' felt more curious, and those 'familiar' felt happier and more satisfied. Findings highlight the potential to tailor verjuice for specific applications by understanding desired sensory profiles and related chemical parameters. Recognising the interplay between familiarity level and emotional response is crucial for positioning the product in the marketplace and fostering consumer engagement. Marketing initiatives are needed to increase verjuice familiarity and support product innovation, leading to increased product appeal.

Preliminary characterization of chemical and sensory attributes for grapes and wines of different cultivars from the Weibei Plateau region in China

Chemical and sensory attributes play a vital role in evaluating the quality of grapes and wines. This study compared basic physicochemical parameters, organic acids, phenolic compounds, and aroma profiles of grapes and wines of six cultivars using chemometrics. The results showed that the reducing sugar contents of Beibinghong, Gongniang, and Granoir grapes were significantly higher than those of others cultivars, whereas their juice yields were significantly lower. The phenolic compound contents in Moldova, Beibinghong, and Gongniang grape skins and wines were higher than those in others cultivars. The organic acid contents in Beibinghong grape and Dunkelfelder wine were highest. Beibinghong and Gongniang grapes and wines showed richer aldehyde and ester concentrations. Beibinghong wine obtained the highest sensory scores. Ethyl decanoate, coumaric acid, and methyl dodecanoate were characteristic variables distinguishing wine cultivars, exhibiting important contributions to their sensory characteristics. These findings were useful for viticulturists and winemakers to select grape varieties.

Development of a cell-based quaternary system to unveil the effect of pectic polysaccharides on oral astringency

Phenolic compounds are responsible for food unpleasant taste properties, including astringency, due to their ability to interact with salivary proteins and oral constituents. Astringency is a crucial attribute for consumer's acceptability. To fulfill the demand for both healthy and tasty food, polysaccharides raise as a good alternative to modulate astringency. In this work, a cell-based quaternary system was developed to evaluate the ability of polysaccharides to reduce the interaction between two classes of hydrolysable tannins - gallotannins (tannic acid) and ellagitannins (punicalagin) - and oral constituents (cells, salivary proteins and mucosal pellicle). So, pectic polysaccharide fractions isolated from grape skins, imidazole soluble polysaccharides (ISP) and carbonate soluble polysaccharides (CSP), as well as a commercial pectin, were tested. Results showed that the polysaccharide's effect depends on the structural features of the molecules involved. CSP fraction and pectin were the most effective, reducing the interactions between both tannins and the oral constituents, mainly in the complete oral model. The highest uronic acid content and the presence of methyl esterified groups could explain their high reduction ability. For tannic acid, the reduction effect increased along with the galloylation degree, while the interaction of β-punicalagin with the oral constituents was practically inhibited at 3.0 mg.mL-1.

Mouthfeel subqualities in wines: A current insight on sensory descriptors and physical-chemical markers

Astringency and more generally mouthfeel perception are relevant to the overall quality of the wine. However, their origin and description are still uncertain and are constantly updating. Additionally, the terminology related to mouthfeel properties is expansive and extremely diversified, characterized by common traditional terms as well as novel recently adopted descriptors. In this context, this review evaluated the mention frequency of astringent subqualities and other mouthfeel attributes in the scientific literature of the last decades (2000-August 17, 2022). One hundred and twenty-five scientific publications have been selected and classified based on wine typology, aim, and instrumental-sensorial methods adopted. Dry resulted as the most frequent astringent subquality (10% for red wines, 8.6% for white wines), while body-and related terms-is a common mouthfeel sensation for different wine types, although its concept is still vague. Alongside, promising analytical and instrumental techniques investigating and simulating the in-mouth properties are discussed in detail, such as rheology for the viscosity and tribology for the lubrication loss, as well as the different approaches for the quantitative and qualitative evaluation of the interaction between salivary proteins and astringency markers. A focus on the phenolic compounds involved in the tactile perception was conducted, with tannins being the compounds conventionally found responsible for astringency. Nevertheless, other non-tannic polyphenolic classes (i.e., flavonols, phenolic acids, anthocyanins, anthocyanin-derivative pigments) as well as chemical-physical factors and the wine matrix (i.e., polysaccharides, mannoproteins, ethanol, glycerol, and pH) can also contribute to the wine in-mouth sensory profile. An overview of mouthfeel perception, factors involved, and its vocabulary is useful for enologists and consumers.

Exploring the Sensory Properties and Preferences of Fruit Wines Based on an Online Survey and Partial Projective Mapping

Non-grapefruits with unique sensory properties and potential health benefits provide added value to fruit wine production. This study aimed to explore consumers' fruit wine preferences and descriptors for the varied fruit wines. First, 234 consumers participated in an online survey concerning their preferences for different wines (grape, blueberry, hawthorn, goji, Rosa roxburghii, and apricot). In addition, their attitudes towards general health interests, food neophobia, alcoholic drinks, and sweetness were collected. Grape wine and blueberry wine were the most favored wines, and goji wine was the least liked fruit wine sample. Moreover, 89 consumers were invited to evaluate 10 commercial fruit wines by using partial projective mapping based on appearance, aroma, and flavor (including taste and mouthfeel) to obtain a comprehensive sensory characterization. Multifactor analysis results showed that consumers could differentiate the fruit wines. Participants preferred fruit wines with "sweet", "sour", and "balanced fragrance", whereas "bitter", "astringent", "deep appearance", and "medicinal fragrance" were not preferred. Attitudes toward health, food neophobia, alcohol, and sweetness had less influence than taste and aroma (sensory attributes) on the preferences for fruit wine products. More frequent self-reported wine usage resulted in higher consumption frequency and liking ratings compared to non-users. Overall, the main factors influencing consumer preference for fruit wines were the sensory characteristics of the products, especially the taste.

Enriched Red Wine: Phenolic Profile, Sensory Evaluation and In Vitro Bioaccessibility of Phenolic Compounds

The beneficial health effect of red wine depends on its phenolic content and the phenolic content in red wines is affected by ecological, agricultural, and enological practices. Enriched wines have been proposed as an alternative to increase the phenolic content in wines. Nevertheless, phenolic compounds are related to the sensory characteristics of red wines, so enrichment of red wines requires a balance between phenolic content and sensory characteristics. In the present study, a Merlot red wine was enriched with a phenolic extract obtained from Cabernet Sauvignon grape pomace. Two levels of enrichment were evaluated: 4 and 8 g/L of total phenolic content (gallic acid equivalents, GAE). Wines were evaluated by a trained panel to determine their sensory profile (olfactive, visual, taste, and mouthfeel phases). The bioaccessibility of phenolic compounds from enriched red wines was evaluated using an in vitro digestive model and phenolic compounds were quantified by High Performance Liquid Chromatography coupled to tandem mass spectrometry (HPLC-MS/MS). Enrichment increased mainly flavonols and procyanidins. Such an increase impacted astringency and sweetness perceived by judges. This study proposes an alternative to increase the phenolic content in wines without modifying other main sensory characteristics and offers a potential beneficial effect on the health of consumers.

The Effects of Cranberry Polyphenol Extract (CPE) Supplementation on Astringency and Flavor Perception as a Function of PROP Taster Status and Other Individual Factors

This study investigated whether PROP (6-n-propylthiouracil) taster status and other individual factors (gender, ethnicity, BMI, and age) are markers of variation in perceptions of astringency and other flavor attributes. Participants (n = 125) evaluated cranberry juice cocktail samples (CJC) supplemented with cranberry-derived polyphenol extract (CPE, added at 0, 0.3, 0.5 and 0.75 g/L), as well as control samples, unsweetened cranberry juice (CJ) and an aqueous solution of 0.75 g/L CPE. Subjects evaluated samples for key sensory attributes and overall liking using a 15 cm line scale. The data were analyzed using ANCOVA and machine learning tools (regression trees and random forest modeling) to examine if the latter approach would extract more meaningful insights about the roles of personal factors in sensory perceptions of cranberry-derived stimuli. ANCOVA revealed robust stimulus effects, but no effect of PROP taster status on astringency perception was observed. Several effects of PROP×gender, ethnicity, and other factors were observed on other sensory attributes and liking. ANCOVA and machine learning tools yielded similar findings, but regression trees provided a more visualized framework. These data show that PROP taster status has a limited role in astringency perception in complex samples and that other personal factors deserve greater focus in future research on astringency perception.

Effects of Yeast Product Addition and Fermentation Temperature on Lipid Composition, Taste and Mouthfeel Characteristics of Pinot Noir Wine

Lipids have important impacts on wine sensory. By targeting the lipid sources in wine, mainly from grape tissues and yeast cell walls, it was possible to alter the wine lipid profile thus potentially changing the final product quality. This research examined the changes of wine total lipids, lipid composition and sensory characteristics of Pinot noir wines in response to the winemaking factors, fermentation temperature and yeast product addition. Pinot noir grapes were fermented at 16 °C and 27 °C. After fermentation, Oenolees® yeast product was added to the wines at three levels (0 g/L, 0.5 g/L and 1.0 g/L). The six wine treatments were subjected to chemical analyses measuring total lipids and an untargeted lipidomic approach analyzing lipid composition. High temperature fermentation wines had significantly higher total lipid content. Random forest analysis distinguished the wine groups based on the 25 main lipids, including free fatty acids, acylcarnitines, diglycerides, triglycerides and phospholipids. Taste and mouthfeel characteristics of each treatment were assessed using descriptive analysis and check-all-that-apply (CATA) techniques. Multivariate analyses showed that changing fermentation temperature significantly impacted sweetness and drying perception in Pinot noir wines. Yeast product addition had nuanced effects on wine lipid profiles and sensory perception.

In-mouth attributes driving perceived quality of Pinot noir wines: Sensory and chemical characterisation

We investigated perception of mouthfeel in Pinot noir wines and its physicochemical determinants. Seventeen wine professionals judged 18 Pinot noir wines via two tasting tasks, Descriptive Rating and Directed Sorting, the latter based on perception of in-mouth attributes. Selected chemical measures of the same 18 wines were determined. Sensory results demonstrated that mouthfeel attributes driving high quality were smoothness/silky/velvety, volume/fullness/roundness, overall body, and viscosity/mouth-coating, while the taste of bitterness and perceived tannin harshness drove low quality judgments. Perceived astringency and expressions of tannin (e.g., soft; harsh; fine) drove sorting behaviour of participants. Partial least squares regression (PLSR) was used to associate perceived in-mouth phenomena and chemical composition. The phenolic profile, in particular tannin concentration and structure, was the most important predictor of astringency and its sub-components. These results have important implications for wine producers aiming to enhance perceived quality in their Pinot noir wines.

Exploring young consumers' attitudes and emotions to sensory and physicochemical properties of different red wines

To gain deeper understanding on young consumers' attitudes and preferences to wines is needed to connect wine industry with the youth. The aims of the present study were (i) to define 'trendy wine' for young consumers and (ii) to identify chemical drivers of liking in red wines for the youth. The study was divided in two phases: phase I explored young consumers' attitudes towards wines using an online survey, and phase II studied the relationship between hedonic and emotional responses elicited by 12 red wine samples and their physico-chemical characteristics. Consumers' responses and physico-chemical data were related using Principal Component Analysis (PCA). Results of the online survey showed that trendy wines were associated to: sparkling, soft, fresh, fruity, sweet, light, and balanced wines. Also, young consumers reported that, although flavor was considered the most important attribute, price and Protected Designation of Origin could be valuable attributes. PCA results of phase II showed that wines with a lower ratio [total polyphenol index/polysaccharides] were more liked and elicited more positive emotions than wines with higher total polyphenol index, color intensity, volatile acidity, and alcohol content. Liking and positive emotions were positively related to higher Odor Activity Values of the volatile compounds from the organic acids group. The presence of benzenoids and lactones, and the lower presence of terpenoids & norisoprenoids were associated with negative emotions. In conclusion, red wines should be soft (described as lower ratio [total polyphenol index/polysaccharides]), and have floral, and fruity aromas to better connect with young consumers.

A Comparative Study on Volatile Compounds and Sensory Profile of White and Red Wines Elaborated Using Bee Pollen versus Commercial Activators

Lack of nutrients in grape may cause problems for a proper alcoholic fermentation process, resulting in an altered aromatic profile of the wines. To avoid this situation, commercial winemakers often use fermentation activators, which are usually combinations of ammonium salts, inactivated yeast and thiamine. In addition, it has been shown that bee pollen addition to the grape can help to improve fermentation, resulting in better volatile compound profile of wines responsible for sensory quality. For this reason, the aim of this research work was to carry out a comparative study using bee pollen versus commercial fermentation activators in white and red winemaking. The same dose of bee pollen and commercial activators (0.25 g/L) were used in all experiments. Volatile compounds were analyzed by gas chromatography-mass spectrometry, odor activity values were determined to assess odorant impact of various volatile compound families, and finally a descriptive sensory analysis was carried out. Then, the triangular test and the ranking assay were used to identify perceptible differences as well as preference among the wines elaborated. Compared to commercial activators, bee pollen wines increased volatile compound formation, mainly higher alcohols, esters, and terpenes, enhancing fruity and floral odorant series. On the other hand, triangular test showed significant differences between wines, and the ranking assay showed a greater preference for bee pollen wines.

Consumption Context Effects on Fine Wine Consumer Segments' Liking and Emotions

Wine consumer lifestyle segmentation has been widely studied; however, most studies have solely utilised online surveys. This work investigated the impact of context on wine consumer segments’ liking and emotions while consuming wines in different environments. Two studies were conducted with regular wine consumers segmented based on their fine wine behaviour using the Fine Wine Instrument. Study 1 (n = 122) investigated the effects of wine variety and product information, and Study 2 (n = 346) the effects of wine quality and consumption context, on hedonic and emotional responses of the segments. Within both studies, three segments were identified and named: Wine Enthusiasts, Aspirants and No Frills. The Wine Enthusiast segment generally liked the wines more and perceived more intense positive emotions when consuming wine compared to the No Frills segment, with the Aspirant’s likes and emotion intensities ranging in between. Wine Enthusiasts were more discriminative of their preferred wines and reported stronger positive emotions when tasting higher quality (Study 1) and more complex (Study 2) wines. The consistent results across the two studies showed for the first time that consumer segments, based on lifestyle segmentation, differ in their hedonic and emotional responses towards wine when actually tasting wines, demonstrating that the Fine Wine Instrument has practical implications and can identify wine consumers displaying different wine consumption behaviours.

Current Research Related to Wine Sensory Perception Since 2010

Due to socioeconomic changes, the demand for and interest in alcoholic beverages have recently been increasing. Among various alcoholic drinks, consumer preference for wine could be varied. It might be related with its complexity, as wine is known to have characteristics that are difficult to understand. Several factors, such as intrinsic or extrinsic factors interact to influence wine complexity and consumer perception. Many studies have been conducted to understand the complexity of wine, allowing deeper insight into its perception by consumers. Studies over the last decade on wine sensory perception using descriptive analysis and consumer tests were reviewed. Additionally, chemical analysis studies were included because flavor constituents information would contribute to a better understanding of sensory perception. Descriptive sensory analysis of wine was reviewed considering panels and flavor characterization for better understanding wine-related research. Several consumer studies regarding liking/preference, emotion, context, and extrinsic factors to understand consumer preference or perception were reviewed. Research on chemical constituents may affect consumer perception and is thus presented in this review. However, most of the research was focused on a narrow range of wine, thus is missing overall wine category evaluations. Furthermore, evaluations were mainly in wine-producing countries, resulting in limited understanding of an emergent market. This review will help guide wine researchers and industry by providing information on factors influencing consumer wine perception.

Using Content Analysis to Characterise the Sensory Typicity and Quality Judgements of Australian Cabernet Sauvignon Wines

Understanding the sensory attributes that explain the typicity of Australian Cabernet Sauvignon wines is essential for increasing value and growth of Australia’s reputation as a fine wine producer. Content analysis of 2598 web-based wine reviews from well-known wine writers, including tasting notes and scores, was used to gather information about the regional profiles of Australian Cabernet Sauvignon wines and to create selection criteria for further wine studies. In addition, a wine expert panel evaluated 84 commercial Cabernet Sauvignon wines from Coonawarra, Margaret River, Yarra Valley and Bordeaux, using freely chosen descriptions and overall quality scores. Using content analysis software, a sensory lexicon of descriptor categories was built and frequencies of each category for each region were computed. Distinction between the sensory profiles of the regions was achieved by correspondence analysis (CA) using online review and expert panellist data. Wine quality scores obtained from reviews and experts were converted into Australian wine show medal categories. CA of assigned medal and descriptor frequencies revealed the sensory attributes that appeared to drive medal-winning wines. Multiple factor analysis of frequencies from the reviews and expert panellists indicated agreement about descriptors that were associated with wines of low and high quality, with greater alignment at the lower end of the wine quality assessment scale.

Oral Wine Texture Perception and Its Correlation with Instrumental Texture Features of Wine-Saliva Mixtures

Unlike solid food, texture descriptors in liquid food are scarce, and they are frequently reduced to the term viscosity. However, in wines, apart from viscosity, terms, such as astringency, body, unctuosity and density, help describe their texture, relating the complexity and balance among their chemical components. Yet there is uncertainty about which wine components (and their combinations) cause each texture sensation and if their instrumental assessment is possible. Therefore, the aim of the present work was to study the effect of wine texture on its main components, when interacting with saliva. This was completed by using instrumental measurements of density and viscosity, and by using two types of panels (trained and expert). For that, six different model-wine formulations were prepared by adding one or multiple wine components: ethanol, mannoproteins, glycerol, and tannins to a de-alcoholised wine. All formulations were mixed with fresh human saliva (1:1), and their density and rheological properties were measured. Although there were no statistical differences, body perception was higher for samples with glycerol and/or mannoproteins, this was also correlated with density instrumental measurements (R = 0.971, p = 0.029). The viscosity of samples with tannins was the highest due to the formation of complexes between the model-wine and salivary proteins. This also provided astringency, therefore correlating viscosity and astringency feelings (R = 0.855, p = 0.030). No correlation was found between viscosity and body perception because of the overlapping of the phenolic components. Overall, the present results reveal saliva as a key factor when studying the wine texture through instrumental measurements (density and viscosity).

Taste the Bass: Low Frequencies Increase the Perception of Body and Aromatic Intensity in Red Wine

Associations between heaviness and bass/low-pitched sounds reverberate throughout music, philosophy, literature, and language. Given that recent research into the field of cross-modal correspondences has revealed a number of robust relationships between sound and flavour, this exploratory study was designed to investigate the effects of lower frequency sound (10 Hz to 200 Hz) on the perception of the mouthfeel character of palate weight/body. This is supported by an overview of relevant cross-modal studies and cultural production. Wines were the tastants - a New Zealand Pinot Noir and a Spanish Garnacha - which were tasted in silence and with a 100 Hz (bass) and a higher 1000 Hz sine wave tone. Aromatic intensity was included as an additional character given suggestions that pitch may influence the perception of aromas, which might presumably affect the perception of wine body. Intensity of acidity and liking were also evaluated. The results revealed that the Pinot Noir wine was rated as significantly fuller-bodied when tasted with a bass frequency than in silence or with a higher frequency sound. The low frequency stimulus also resulted in the Garnacha wine being rated as significantly more aromatically intense than when tasted in the presence of the higher frequency auditory stimulus. Acidity was rated considerably higher with the higher frequency in both wines by those with high wine familiarity and the Pinot Noir significantly better liked than the Garnacha. Possible reasons as to why the tones used in this study affected perception of the two wines differently are discussed. Practical application of the findings are also proposed.

Impact of Commercial Oenotannin and Mannoprotein Products on the Chemical and Sensory Properties of Shiraz Wines Made from Sequentially Harvested Fruit

The tannin and polysaccharide profiles and therefore sensory properties of wine are influenced by fruit maturity at harvest, and practices employed during winemaking. This study investigated the extent to which commercial winemaking supplements (skin and seed tannins, and mannoprotein (MP)) can enhance the mouthfeel properties of red wine, in particular, wine made from grapes harvested before commercial ripeness (early-harvest). Supplements were added to wines made from Shiraz grapes harvested at 20.8 and 24.5 °Brix. The chemical composition and mouthfeel properties of wines were then determined by high performance liquid chromatography and descriptive analysis (DA), respectively. Wines made from riper grapes had higher levels of tannin than wines made from early-harvest grapes, but similar polysaccharide levels were observed. The addition of seed oenotannin yielded higher tannin levels than addition of skin oenotannin, particularly for wines made from early-harvest grapes. The DA panel perceived sensory differences between H1 and H2 wines, but could not perceive any effect of supplementation on wine mouthfeel properties, with the exception of a minor increase in sweetness, attributed to mannoprotein addition to H1 wines, even when MP was added to wines at 2.5 times the level recommended for use in Australia.

Evaluation of the use of multiflora bee pollen on the volatile compounds and sensorial profile of Palomino fino and Riesling white young wines

This study investigates the impact of bee pollen on volatile compounds, odour activity values and sensory profiles in Palomino fino and Riesling young white wines. Commercial bee pollen was added to grape must using six different doses (0 (control), 0.1, 0.25, 1, 5, 10 and 20g/L) and fermented under controlled conditions. Volatile compounds were determined with GC and GC-MS chromatography and sensorial analysis using a qualified panel of tasters. Bee pollen produces an increase in volatile compounds depending on the grape variety and the dose applied. It also increases the synthesis of higher alcohols, methanol, esters, acetaldehyde and terpenes, reducing alcohols and fatty acids. Wines with low doses (0.1 and 0.25g/L) showed the higher OAV values (fruity and floral) and scores in overall judgment for the sensory evaluation. High pollen doses decrease fruity character and could result in deviations affecting the sensorial quality.

"I like the sound of that!" Wine descriptions influence consumers' expectations, liking, emotions and willingness to pay for Australian white wines

This study investigated how information, typically presented on wine back-labels or wine company websites, influences consumers' expected liking, informed liking, wine-evoked emotions and willingness to pay for Australian white wines. Regular white wine consumers (n=126) evaluated the same set of three commercially available white wines (mono-varietal Chardonnay, Riesling, Sauvignon Blanc) under three information levels. Session 1, blind tasting (no information provided) and Session 2, informed tasting (held at least 1week later) with both basic (sensory description of the wines) and elaborate (sensory plus high wine quality and favourable winery information) descriptions followed by liking, wine-evoked emotions (measured with the Australian Wine Evoked Emotions Lexicon (AWEEL)) and willingness to pay evaluations. Before tasting the wine in session 2, consumers also rated expected liking. Results showed that information level had a significant effect on all investigated variables. The elaborate information level evoked higher expectations before tasting the wines, plus resulted in higher liking ratings, elicitation of more intense positive (e.g. contented, happy and warm-hearted) and less intense negative emotions (e.g. embarrassed and unfulfilled), and a substantial increase in willingness to pay after tasting the wines compared to the blind condition, with the basic condition ranging in-between. These results were consistent across the three wine samples. Furthermore, if the liking rating after tasting the wines matched the expected liking or exceeded the expectations by 1 point on a 9-point hedonic scale, participants felt the most intense positive emotions and the least intense negative emotions. Whereas, if the expectations were not met or the actual liking exceeded the expectations by >2 points, participants felt less intense positive and more intense negative emotions. This highlights not only the importance of well written and accurate wine descriptions, but also that information can influence consumers' wine drinking experience and behaviour.