1. The importance of Origin as quality indicator for Sparkling Wine
Bettina KÖNIG, Christian PFEIFFER & Marcus WIESCHHOFF
The importance of Origin as quality indicator for Sparkling Wine

2. Three tier quality system for Sekt
Source: Three-tier Quality Pyramid, © AWMB
origin as most important quality indicator
Sekt g.U. from Austria – protected designation of origin, certified quality
2015 will go down in the Sekt history as a milestone for the Austrian Sekt sector. Under the leadership of the Austrian Sekt Committee, founded just in 2013, and with the energetic participation of the Sekt producers, the structure of a three-tier quality pyramid for Austrian Sekt has been established. The top category in the pyramid is on a par with the highest standards maintained by the world's leading sparkling wines - such as Champagne or Franciacorta – and in certain aspects, even surpasses them.
This proposal was agreed upon by the National Committee, and submitted to the Agricultural Minister, who gives it force of law by means of decree in In principle, the regulation applies that “Austrian Sekt with Protected Designation of Origin” (“Österreichischer Sekt mit geschützter Ursprungsbezeichnung”) may be offered on the market exclusively in connexion with the supplemental terms “Klassik“, “Reserve“ or “Grosse Reserve” (Grande Reserve), under the appurtenant conditions laid down by decree. In this, the product designation will be composed from the category designation (“Qualitätsschaumwein” or “Sekt”), the name of the protected designation of origin (federal state and – where applicable – municipality or district thereof) and the term “Protected Designation of Origin” (“geschützte Ursprungsbezeichnung”). The term “Hauersekt” (tirage, disgorgement and expedition performed by the grape grower) may additionally be used.

3. BACK TO THE ROOTS ?

4. Quality cues of sparkling wine a consumer‘s view
Quality Indicators
Origin
Country of Origin
Producer
Designation of Origin
Region
Vineyard Designation
Grape Variety
Method of Production
Vintage
Production
Marketing
Sensory Cues
… according to
Charters & Pettigrew (2007) & Martinez-Carrasco Martinez et al. (2006)

5. Methodology Online questionnaire Methods: 400 participants No experts
Confirmatory Factor analysis
Tests
Place of
Purchase
Willingness
to pay
Types of Sparkling Wine
Frequency of Consumption
Places of purchase: retail stores, on premise sales, dedicated wine shops, restaurants

6. Findings Sensory Cues 5.2 Marketing 4.5 Production 3.9 Origin 3.9
low importance high
Production
3.9
Origin
3.9

7. Findings
-> origin more important in wine shops*** and cellar-door sales** than in retail stores
low importance high

8. Findings
-> The more willingness to pay, the more important is origin***
low importance high

9. Findings -> Origin more important for Champagne consumers**
low importance high

10. Sensory cues rank highest TASTE
Findings
Sensory cues rank highest
TASTE
origin less important than sensory cues***
Origin:
more important in wine shops*** and cellar-door sales** than in retail stores
The more willingness to pay, the more important is origin***
more important for Champagne consumers**
** p<0,05
*** p<0,01

11. into a distinguished flavour sensation
Conclusio
“Translate” origin
into a distinguished flavour sensation