Sensory Analysis and Willingness to Pay for Craft Cider

• Autores: Peter R. Tozer, Suzette P. Galinato, Carolyn F. Ross, C. A. Miles, Jill J. McCluskey
• Localización: Journal of Wine Economics, ISSN-e 1931-437X, Vol. 10, Nº. 3, 2015, págs. 314-328
• Idioma: inglés
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• Resumen

  • We conducted a blind tasting sensory evaluation experiment and a chemical analysis of four craft hard apple ciders from the Pacific Northwest of the USA. Using the sensory and demo- graphic data collected during the experiment, we estimated the consumer willingness-to-pay (WTP), using a contingent valuation model. Overall liking, taste, and aroma, from the sensory evaluation, as well as age of the sampler and if the sampler was a cider drinker, con- tributed positively to the WTP. In contrast, if the subject was a beer drinker this reduced their WTP. From the chemical analysis we found that tannin level had a positive effect on WTP, but an increased level of sweetness, as part of a ratio of specific gravity to acid, decreased consumer WTP