Red, White or Rosé? An investigation into consumer attitudes towards colour in wine using Rosé as a
There is evidence that choice of wine in some social situations may be driven by image of the wine rather than taste preference. For example much research suggests that red wine is perceived as a more masculine drink than white wine therefore when ordering wine for themselves in a bar or other non-food environment a man is more likely to order red wine and a women white. Traditionally, however, both red and white are consumed by both men and women at meals. Given the current rise in popularity in rosé wines the question arise – how is it perceived and how does that perception impact upon its purchase and consumption?
The purpose of this project is to study the cultural context of interaction with wine using rosé wine as a case study because there is very little research into this wine style. The study hopes to establish how perceptions of rosé wine impact upon consumption of it, identifying whether these are national, culturally specific, behaviours or universally common interactions. It is intended that this knowledge will add to/ reflect upon our current consumption behaviours in relation to wine and food.
This is an international study involving universities from France, USA, New Zealand, Australia, and the UK. We will be very happy to share the results with all participants.
We would be very grateful if you could take the time to complete the questionnaire, but participation is entirely voluntary and at your discretion.