Sensory and consumer sciences: What is their role as a business tool in the wine sector?

In today's wine market, producers tend to include a more consumer-oriented approach to understand what influence the overall liking and purchase intent of products. Studying how different targets of consumers value different kinds of wines based on sensory (intrinsic) and/or nonsensory attributes (extrinsic) information is an attractive area of research in the wine industry. This chapter is targeted to individuals in the academia or in the professional field who aim to understand what tools and topics have been used and are more appropriate in the sensory-consumer studies to improve the prediction of choice for wine products