Wine preference, wine choice, delicious wine

“

Retail stores often carry more than 800 unique varieties of wine and many consumers are bewildered and confused when making a purchase decision. In restaurants, the number of choices is typically more limited, but the purported need to make the ideal wine and food match increases the perceived risk in wine purchase and may increase anticipated regret and may influence the purchase. This is aggravated further by the fact that there is no consensus on wine quality across wine experts or between experts and consumers. Tim Hanni suggests that it is inappropriate to make wine recommendations considering the food, but that one should instead make wine recommendations considering the consumer by recognizing consumers’ sensory thresholds and taste preferences. We successfully tested the premise of his theory.

”