Overview

This study investigates the influence of different wine rating systems on the wine choices of young adults (aged 18-26) with limited wine knowledge. To gauge attitudes and perceptions towards current rating systems, a randomly sampled online choice survey was conducted. Participants engaged in discrete and continuous choice questions, navigating a simulated wine selection scenario featuring four options. Findings reveal a limited familiarity with prevailing rating systems and infrequent usage, juxtaposed with a remarkably positive attitude and perceived trustworthiness of rating scores. The study highlights a lack of consideration for expert consensus and a common misconception associating higher prices with better quality. These insights shed light on young adults' decision-making in wine selection, emphasizing a discernible industry shift away from rating score dominance. The study underscores the need for education to enhance understanding of rating systems and promote informed choice.