Product development approach to introducing a new wine style and grape varietal: <i>Marquette</i>

Interspecies hybrid grape varieties make up a substantial portion of grape production around the world. They can provide superior disease resistance and climate adaptation along with interesting, distinct flavour profiles. Marquette, a recently introduced cold-hardy, hybrid varietal has limited research to date on sensory profiles and consumer perception. This study sought to define consumer acceptance and sensory profiles of Marquette so that viticultural and oenological practices can be targeted to make consumer-friendly wines. Red wine consumers (<i>n</i> = 113) evaluated commercial Marquette and other red wines (hybrid and non-hybrid) and trained assessors profiled wines using a rapid technique. Results were used to define sensory drivers of liking and to characterize consumer segments through correlation to sociodemographic factors, including wine knowledge. Overall, Marquette wines with a fruit-forward or <i>spicy + savoury</i> flavour were preferred by novice consumers (20% and 27% of respondents, respectively). For more knowledgeable and wine-interested consumers (53% of respondents), the recommended profile is <i>dark fruit, herbaceous</i> flavour and <i>full-body</i>. These findings and approaches can be used as a roadmap for winemakers looking to produce and market Marquette. Additionally, this approach can be applied to understand the sensory profiles and consumer perception of other novel or non-traditional wines.