Sensory and Consumer Science for the Wine Industry
A.Y. 2024/2025
Learning objectives
Provide cultural and scientific tools to address sensory and consumer science issues in the wine industry such as identifying the most liked products, gaining a better understanding of the factors influencing consumer preferences to develop products that are more responsive to consumer needs.
In mid- to large-scale wineries the relationships between consumer liking and wine attributes are frequently drivers in the blending process. Winemakers must understand how these data are derived and what it tells them in terms of winemaking needs.
Though most (if not all) of the students in the class will never work as sensory scientists, as winemakers they will handle sensory data and they should know how to ask sensory questions to vendors and how to interpret the information provided by these vendors, many of whom use sensory data to sell wine making related stuffs.
Additionally, they would need to be able to use the information in publications and talks on the relationships between sensory, chemical and marketing data sets.
In mid- to large-scale wineries the relationships between consumer liking and wine attributes are frequently drivers in the blending process. Winemakers must understand how these data are derived and what it tells them in terms of winemaking needs.
Though most (if not all) of the students in the class will never work as sensory scientists, as winemakers they will handle sensory data and they should know how to ask sensory questions to vendors and how to interpret the information provided by these vendors, many of whom use sensory data to sell wine making related stuffs.
Additionally, they would need to be able to use the information in publications and talks on the relationships between sensory, chemical and marketing data sets.
Expected learning outcomes
Skills related to the understanding and appropriate use of descriptive and affective sensory methods used to explore and interpret consumer perception, choice and behavior related to the wine sector. The course will address issues related to statistical data processing in order to collaborate with the business marketing division to the implement more extensive and complete market surveys in the wine sector.
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
The course will focus on an overview of fundamentals of sensory science then it will cover the recent advancements in consumer research to interpret consumer perception, choice and behavior. All topics will be discussed with emphasis on wine sector case studies. The detailed program is the following:
1) Fundamentals of sensory science:
- the five sense and the brain: how they interact to perceive wine sensory properties; tricks the senses may play (practical exercises)
- good practices in sensory and consumer science
2) Classical sensory and consumer science methods (practical exercises):
- discriminan, descriptive and affective methods
- preference mapping
3) New sensory and consumer science methods (practical exercises):
- Projective mapping
- CATA/RATA
4) Applications of sensory and consumer science methods to the wine sector (case studies on classical and innovative methodological approaches)
5) Physiological and psychological factors influencing the perception and liking of wine (e.g. genetic variation in taste and odour perception, personality traits, cultural factors etc)
6) Fundamentals of wine marketing and communication (seminars by Prof. Corsi)
7) Seminars will be conducted by industry professionals (eventual, based on experts availability)
1) Fundamentals of sensory science:
- the five sense and the brain: how they interact to perceive wine sensory properties; tricks the senses may play (practical exercises)
- good practices in sensory and consumer science
2) Classical sensory and consumer science methods (practical exercises):
- discriminan, descriptive and affective methods
- preference mapping
3) New sensory and consumer science methods (practical exercises):
- Projective mapping
- CATA/RATA
4) Applications of sensory and consumer science methods to the wine sector (case studies on classical and innovative methodological approaches)
5) Physiological and psychological factors influencing the perception and liking of wine (e.g. genetic variation in taste and odour perception, personality traits, cultural factors etc)
6) Fundamentals of wine marketing and communication (seminars by Prof. Corsi)
7) Seminars will be conducted by industry professionals (eventual, based on experts availability)
Prerequisites for admission
Basic knowledge in sensory science is recommended
Teaching methods
The course will be delivered as face-to-face lectures, practical laboratory activities, exercises in classroom, working groups and eventual educational visits. Lectures and labs will be held at the University of Milan (Faculty of Agricultural and Food Sciences)
Teaching Resources
Teaching material provided by the teacher and provided on myariel platform
Assessment methods and Criteria
The final test consists of an oral examination to verify the degree of understanding of the theorical and practical aspects presented in the course. The evaluation parameters that will be considered are the correctness of the answers, the appropriateness of the language and the ability to summarize the concept in relation to the solution of sensory problems in the wine sector. The evaluation is in thirtieths. The mark will be communicated to the student at the end of the test. There are no intermediate tests but students must carry out a working group (to be agreed with the teacher) whose evaluation will be averaged with the mark of the oral exam.
In order to take the final exam, students must register within the deadline set on the institutional platform (http://www.unimi.it/).
Students with specific learning disabilities or other disabilities are requested to contact the Professor via email at least 10 days before the exam session to agree on any individualized measure.
In the email addressed to the teacher, the respective University services must be registered in CC: [email protected] (for students with LD) and [email protected] (for students with disabilities).
In order to take the final exam, students must register within the deadline set on the institutional platform (http://www.unimi.it/).
Students with specific learning disabilities or other disabilities are requested to contact the Professor via email at least 10 days before the exam session to agree on any individualized measure.
In the email addressed to the teacher, the respective University services must be registered in CC: [email protected] (for students with LD) and [email protected] (for students with disabilities).
AGR/15 - FOOD SCIENCE AND TECHNOLOGY - University credits: 5
Laboratories: 8 hours
Lessons: 36 hours
Lessons: 36 hours
Professor:
Laureati Monica
Shifts:
Turno
Professor:
Laureati MonicaEducational website(s)
Professor(s)