Consumer research SPiwi-project

Summary

This research is part of the SPiwi-project, a project that focusses on the ‘sustainable production of
innovative sparkling wine’ made from disease-resistant varieties, also called piwi’s. The consumer
research is set in Belgium, Flanders and focusses on the young consumer as it is hypothesized that
piwi-wines will be appraised by this consumer group. The aim is to map the ‘drivers of liking’ of young
consumers for sparkling wine in order to develop a proper vinification process for high quality sparkling
wine production. First, a questionnaire was set up to map several consumer preferences and habits.
Second, focus groups were organized in order to identify three most preferred sparkling wine styles.
Finally, these wines were described in order to identify the drivers of liking