Sensory and economic evaluation of PIWI wines using the experimental auction method

This thesis explores the sensory and economic evaluation of PIWI wines using the experimental auction method. PIWI wines, derived from disease-resistant hybrid grape cultivars, have gained attention in the wine industry due to their potential to offer sustainable alternatives to traditional grape varieties. The study aims to investigate consumer behavior and preferences towards PIWI wines compared to conventional and biological wines. Through the experimental auction method, participants faced real economic incentives to elicit their preferences, providing valuable insights into the market acceptance and economic viability of PIWI wines. The sensory evaluation revealed positive feedback on the sensory attributes of PIWI wines in the white wines, indicating their potential to compete with traditional grape varieties, while in red wines some discording results have been recorded. Moreover, the economic evaluation through the experimental auction method demonstrated a willingness to pay premium prices for PIWI wines, suggesting a promising market demand. These findings highlight the viability of PIWI wines as a sustainable and economically viable alternative in the wine industry. Further research and promotion efforts in this field can contribute to the diversification and sustainability of grape cultivation and wine production. The findings of this study have contributed to the understanding of consumer attitudes toward PIWI wines and informed strategies for promoting their adoption in the wine industry.