BACKGROUND AND AIMS We sought to determine the influence of selected biological, experiential and psychological variables on self-reported liking and consumption of wine in a sample of 329 Ontario wine consumers. METHODS AND RESULTS Cluster analysis revealed three distinct groups, representing plausible market segments: wine lovers; dry table wine likers/sweet dislikers; and sweet wine likers/fortified dislikers. These groups differ in level of wine expertise, wine adventurousness, alcohol intake, bitterness from 6-n-propylthiouracil (PROP), and several demographic variables. PROP hypo-tasters (n=113) and PROP hyper-tasters (n=112) differed in liking scores for nine of the 11 wine styles [ANCOVA, P(F)<0.05]. When wines were grouped according to their dominant sensory properties (dry, sweet, carbonation and heat), liking scores for PROP hyper-tasters were higher than those of PROP hypo-tasters for all classes. Scores also varied with age, expertise and gender for some products. Effect sizes (eta-squared) were generally greatest for age, and those for PROP responsiveness were of similar magnitude as those for gender. As expected, wine consumption frequency was higher for men and experts, and increased with age. CONCLUSIONS Age is the most robust and consistent driver of wine liking and intake of the variables examined. Taste phenotype also contributes significantly to variation in wine liking. SIGNIFICANCE OF THE STUDY Ontario wine consumers fall into one of three wine liking clusters, which differ in experiential, biological, psychological and demographic features that can be targeted through branding and marketing strategies.

中文翻译：

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生物学、经验和心理因素对葡萄酒偏好细分的影响

背景和目的 我们试图确定所选的生物学、经验和心理变量对安大略省 329 名葡萄酒消费者样本中自我报告的葡萄酒喜好和消费的影响。方法和结果 聚类分析揭示了三个不同的群体，代表了可能的细分市场：葡萄酒爱好者；干型餐酒喜欢/甜不喜欢；和甜酒喜欢者/强化不喜欢者。这些群体在葡萄酒专业知识、葡萄酒冒险、酒精摄入量、6-n-丙基硫氧嘧啶 (PROP) 的苦味和几个人口统计变量方面存在差异。11 种葡萄酒风格中的 9 种，PROP 低品位者 (n=113) 和 PROP 高品位者 (n=112) 的喜好分数不同 [ANCOVA，P(F)<0.05]。当葡萄酒根据其主要感官特性（干、甜、碳酸和热）进行分组时，在所有类别中，PROP 味觉过度者的喜好分数均高于 PROP 味觉不足者的喜好分数。某些产品的分数还因年龄、专业知识和性别而异。年龄的效应量（eta 平方）通常最大，PROP 反应性的效应量与性别的效应量级相似。正如预期的那样，男性和专家的葡萄酒消费频率更高，并且随着年龄的增长而增加。结论 年龄是葡萄酒喜好和所检查变量摄入量的最有力和最一致的驱动因素。口味表型也对葡萄酒喜好的变化有显着影响。研究的意义 安大略省的葡萄酒消费者属于三个喜欢葡萄酒的群体之一，这些群体在体验、生物学、心理和人口统计学特征方面有所不同，这些特征可以通过品牌和营销策略来定位。