Study Finds White Zinfandel Drinkers May Have Most Sensitive Palates

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A new study by Master of Wine Tim Hanni and Dr. Virginia Utermohlen, MD, Associate Professor at Cornell University, has found that physiology plays a major role in determining wine preferences. The study showed that drinkers of wines like White Zinfandel are often the most sensitive tasters, challenging the wine industry's traditional views on what constitutes a 'quality' wine. The findings suggest that the industry has been alienating a large segment of consumers who prefer lighter, sweeter wines.

Why it matters

This study upends long-held assumptions in the wine industry about what makes a 'good' wine. It suggests that individual physiology, not expert ratings, should determine personal wine preferences. This could have major implications for how the industry markets and sells wine to consumers.

The details

The study developed a way to segment the wine market into four basic phenotypes - Sweet, Delicate, Smooth and Tolerant - based on physiological and behavioral criteria. Hanni says the industry's message to consumers who prefer light, delicate and sweet wines is that they need to 'become more educated' and 'move up' to higher quality, dry wines. However, the study reveals that the people with the greatest taste sensitivity may actually be White Zinfandel drinkers, not consumers of highly rated, intense red wines.

• The study was recently reported on by wine writer Jancis Robinson.

What they’re saying

What’s next

The wine industry may need to re-evaluate its messaging and approach to marketing to consumers who prefer lighter, sweeter wines based on the findings of this study.