This research examines to what extent and in what ways two distinct groups of wine experts differ in their assessments of the same set of wines. Whereas previous research focused on selected wine panels whose members were in some cases trained for a specific tasting, we implemented
a blind wine tasting among two distinct groups of wine experts: local wine experts and influencers in two socio-culturally different locations in the Okanagan Valley in British Columbia and Montreal in Quebec in Canada. Our findings suggest significant differences in how certain wine sensory
attributes are evaluated. This article provides insights into how quality and taste are constructed by two distinct groups of wine experts. Our research results further shed light on how different types of wines might be perceived differently based on the locales in which they are marketed.
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sensory profiling and sensory evaluation;
Document Type: Research Article
Department of Marketing, John Molson School of Business, Concordia University, Montreal, QC, Canada
Faculty of Management, University of British Columbia, Okanagan, BC, Canada
Publication date: October 2, 2018
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