Daniel Peters and Hildegarde Heymann*
*University of California Davis, 595 Hilgard Lane, Davis, CA 95616 (hheymann@ucdavis.edu)

Consumer preferences are a key component to consider when producing a wine. Understanding preferences helps producers target their market of interest and can solidify consumer satisfaction. Considering how consumers treat wines post-purchase is important, since purchasers who handle wine negligently potentially alter the wine and thus, their perception of it. Knowing consumer preferences and treatment habits post-purchase allow us to modify winemaking practices to fit consumer inclinations and educate consumers on proper care. We surveyed wine consumers across the world to clarify these areas of interest and to possibly identify significant differences
in specific locations. This survey was distributed through personal, professional, and social media channels. Possibly the most revealing associations were observed with consumers who prefer red wine, white wine, or who have no preference. Significant values (χ2, α < 0.05) were observed for consumers who prefer red wine, purchase red wine with a cork closure, and purchase white with a cork closure. Significant values for consumers who prefer white wine include drinking wine monthly, purchasing white wine with a screwcap, indifference to white wine closure, and not owning a wine preservation device. Significant values were obtained for consumers who have no wine preference and are indifferent to both white wine and red wine closures. Temperature at which consumers store red or white wine depends on the wine and consumers consider themselves to be very knowledgeable. Our results suggest that consumers who prefer red wine are more likely to purchase red and white wines with a cork. Consumers that prefer white wine may be less particular, not own a wine preservation device, and gravitate toward white wines with screwcaps. Consumers with no red or white wine preference may be fairly knowledgeable about wine and less biased in their purchasing decisions.

Funding Support: Ray Rossi Endowed Chair