Sensory Analysis and Willingness to Pay for Craft Cider*

Peter Tozer, Suzette Galinato (), Carolyn F. Ross, Carol A. Miles and Jill McCluskey

Journal of Wine Economics, 2015, vol. 10, issue 3, 314-328

Abstract: We conducted a blind tasting sensory evaluation experiment and a chemical analysis of four craft hard apple ciders from the Pacific Northwest of the USA. Using the sensory and demographic data collected during the experiment, we estimated the consumer willingness-to-pay (WTP), using a contingent valuation model. Overall liking, taste, and aroma, from the sensory evaluation, as well as age of the sampler and if the sampler was a cider drinker, contributed positively to the WTP. In contrast, if the subject was a beer drinker this reduced their WTP. From the chemical analysis we found that tannin level had a positive effect on WTP, but an increased level of sweetness, as part of a ratio of specific gravity to acid, decreased consumer WTP. (JEL Classifications: C91, D12, L66, Q13)

Date: 2015
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