Taste matters
New research reveals that nearly 9 in 10 of the British public (87%) would opt to take a taste test if it became available.
Currently, sight and hearing tests are readily accessible on our high streets, but today’s results reveal that we also consider our taste buds worthy of assessment. Unlike sight or sound, taste is a subjective matter, and despite the strong majority of Brits thinking we have a good sense of taste, it would appear that we would like some reassurance that we are getting it right.
The research, conducted by Jacob’s Creek, the UK’s favourite wine brand, was carried out to reveal how much we appreciate – and are confident in – our own sense of taste. Despite 95 per cent of respondents believing that they have a good sense of taste, only just over a quarter (28%) would feel confident in recommending wine to our colleagues. This figure fell to a fifth for women (21%), but was slightly higher for the male respondents, rising to 38%.
The results reveal that Brits are confused when it comes to taste. We believe for the most part that we have a good sense of taste, however, we shy away from recommending wines - revealing a lack of confidence in own our taste abilities. Despite a library of resources available to enhance our understanding of taste, from specialist sites and blogs, tasting courses and in store advice, over three quarters of respondents (81%) revealed that they have learnt about wine simply through trial and error.
Jacob’s Creek, recognised by wine industry experts and awards for consistently over-delivering on quality and value across all its wines, is looking to reassure people that their taste matters too as part of its wider ‘True Character’ campaign and so is responding with a new online navigational taste tool to help people improve their taste experience by selecting their most likely preferred wine choices. Consumers complete a simple four question taste test to find the perfect bottle of Jacob’s Creek wine to suit their individual taste preferences. By visiting jacobscreek.com/taste, consumers can complete the taste test, share their feedback on the range and have the opportunity to win a case of Jacob’s Creek wine to suit their tastes. More information can be found on-pack and in retailer magazines and websites.
In addition to online activity, Jacob’s Creek is running a promotion with Farringdon-based restaurant, Dans Le Noir, where diners will be able to take part in the ‘Jacob’s Creek Taste Experience’. Dans Le Noir offers a unique dining experience where customers eat in total darkness, allowing them to completely re-evaluate the notion of taste. The promotion will encourage people to challenge their taste perceptions by tasting wine in the darkened conditions, allowing them to abandon all their pre-conceptions about colour or grape variety. The promotion starts in early April and will run for three months. All participants will be given a £2 off voucher to be redeemed in-store against any of the Classic range.
Mathew Bird, Head of Marketing for Jacob’s Creek, comments: “As the world’s most awarded winery, our wines are frequently highlighted by experts for their quality. While we take great pride in these accolades, we also want to give everyday-wine lovers the confidence and reassurance that their taste matters too.”
Taste expert, Professor Tim Jacob from Cardiff University, comments: “As a nation we appreciate the importance of sight and hearing tests, but taste is often neglected or forgotten as one of our key senses. It’s refreshing to read that 87% of our respondents would be interested in the results of a taste test and further highlights the pressing need to help the British public understand taste. What we eat and drink is one of life’s pleasures and by arming people with more knowledge about what flavour profiles they will or won’t like, we can bring a new layer of confidence and enjoyment to our taste buds”.
Mathew Bird continues, “We understand that people often don’t feel confident in their taste abilities and our research has shown that over half of respondents (54%) would not feel absolutely confident in recommending wine to their colleagues. That’s why we’re introducing the navigational tool and providing them with the opportunity to put their own taste to the test at Dans le Noir – we’re looking to empower them with the knowledge and confidence to purchase their favourite wine”.