Choice of Burgundy red wines: Difference between stakeholders and consumers

International audienceThe present study was carried out in Burgundy (France). Two stakeholders’ categories of the Burgundian wine-producing sector(the upstream&the downstream ones) and consumers were surveyed. Forty Burgundy red wines were presented to both panels. The study focus on 1) the criteria used by the stakeholders to make their own choice before providing wines for the consumers, 2) the criteria used by consumers to choose the wine. Two criteria were studied: intrinsic and extrinsic. The aims are i)study the degree of consensus or disagreement of professionnal among their representation of Burgundy red wines, ii) study the wine’s preferences of consumers and iii)check if the wines judged to be good examples by professional are liked by consumers, and vice-versa. Sensory tests were carried-out in order to measure the typicality judgment of professionals and consumers preferences. Finally, a conjoint analysis was used to measure the importance of the extrinsic attributes for the stakeholders in the differentiation and the commercial positionning of wines and for consumers in the buying wine. The study shows that for intrinsic attributes, the position of professionals in the wine industry has an influence on the sensory answer. For consumers, differenciation of wines is difficult. For extrinsic attributes used when selecting wine, the respondents have basically the same choice, whatever their position in the wine industry or consumers