This study investigated consumer preferences for different styles of sparkling wine and the influence of wine style and occasion on sparkling wine purchasing and consumption behavior. Australian consumers (n = 203) completed an online survey and blind tasting of representative styles of commercial sparkling wines, including Champagne. Wine sensory profiles were determined by descriptive analysis using a trained panel (n = 12) and consumers were segmented into 'No Frills', 'Aspirant' and 'Enthusiast' clusters using the Fine Wine Instrument. Consumer perceptions, preferences and liking were measured using 9-point hedonic scales and compared via statistical analysis. Consumers anticipated liking Champagne and sparkling white wine the most, and Moscato and Prosecco the least, but on tasting, could only readily identify the Moscato and sparkling red wines, as the most contrasting wine styles. As such, liking scores for the Champagne and sparkling white wine were significantly lower based on tasting (median scores were 6.0, compared with 9.0 and 8.0 for survey responses, respectively). Consumers' preconceived expectations of different sparkling wine styles clearly influenced purchasing and consumption behavior. Aspirants and Enthusiasts were more likely to spend more per bottle for Champagne and sparkling white wine, and consumption of these sparkling wines was most frequently associated with celebratory occasions, such as anniversaries, birthdays, Christmas, New Year and weddings.
Keywords: Champagne; Moscato; Prosecco; descriptive analysis; hedonic liking; segmentation.