Wine in a can: A consumer study in a traditional wine-producing region. Effect of the level of consumer involvement

It is imperative that the wine industry embraces innovation, given the sector’s traditionally conservative nature. To succeed, innovators must address consumer expectations, which are pivotal in shaping preferences and perceptions of quality. The present study investigated the effect of consumer involvement on wine perception, using packaging innovation as a starting point. One hundred and twenty-five non-professional wine consumers from the traditional Rioja wine-producing region in Spain took part in a tasting of two wines (one red and one white) under two different conditions. Participants were informed that under one experimental condition, the wine was bottled, whereas in the other the wine was canned. The samples were drawn from the same bottle to ensure only the provided information was modified, without altering the intrinsic properties, thus allowing a focus on consumers’ cognitive responses. The two containers, a 200 mL can and a 125 mL bottle, were designed with the same label and packaging colour. The participants were first asked to evaluate each sample’s quality and liking on a 10-point scale. They described each sample using the Rate-All-That-Apply (RATA) methodology. The participants then completed a validated questionnaire designed to measure their level of involvement with wine, which was used to segment consumers into four groups. Finally, the participants were asked to provide demographic information. The results of the study confirm that in the case of red wine, the more innovative packaging, the aluminium can, has a negative impact on the perceived quality of the product. This remains consistent regardless of the level of involvement, wine colour, or the preference for red wine. Conversely, in the case of white wine, no effect of the packaging was observed on consumer’s liking except for highly involved consumers. This suggests that canned young white wine could be a suitable alternative for traditional consumers. Furthermore, the “canned” wines, though they were never in actual contact with the aluminium packaging, were perceived as more metallic and less fruity, regardless of the wine. The results are discussed in terms of cognitive mechanisms influencing wine perception, including the desire for unique products (DFUP), the concept of “image mold” and consumer expectations.