New research on The effect of rosé wine colours on expected flavour and tastiness explores how different shades of rosé wine influence consumer perceptions, particularly regarding flavour expectations and tastiness. The study involved an experiment with 601 French rosé wine consumers, focusing on five shades of Rosé de Provence wines. It investigated whether slightly darker rosé wines, like peach and melon shades, elicit more positive consumer responses than paler shades such as nacre, light melon and sand.
Consumers generally preferred the slightly darker peach and melon shades over paler shades. These darker shades were associated with higher willingness to pay, buy and greater colour liking. Darker rosé wines were more strongly associated with fruity flavours. This perception of fruitiness was linked to higher expectations of tastiness, which led to more positive consumer responses.
The study suggests that the impact of wine colour on consumer preferences is mediated by two factors: expectations of fruity flavour and tastiness. Wines with darker colours are expected to taste fruitier and more delicious, resulting in higher consumer satisfaction.
The research provides practical recommendations for rosé wine producers. It suggests that producers, especially in the Provence region, might benefit from slightly darkening their wines to meet consumer preferences while avoiding overly pale rosés that could cause confusion or disappointment in taste expectations.
