# Muscat is not dead: A sensory study of young adults' olfactory appreciation revealed a marked preference for terpenic dry white wines made from this underrated variety

Olivier Geffroy, Elisabeth Carlier, Marianne Gosset, Magali Peter, Léa Volmerange, Christian Chervin

► To cite this version:

Olivier Geffroy, Elisabeth Carlier, Marianne Gosset, Magali Peter, Léa Volmerange, et al.. Muscat is not dead: A sensory study of young adults' olfactory appreciation revealed a marked preference for terpenic dry white wines made from this underrated variety. OENO One, 2025, 59 (4), pp.9497. 10.20870/oeno-one.2025.59.4.9497 . hal-05507442

HAL Id: hal-05507442

https://ut3-toulouseinp.hal.science/hal-05507442v1

Submitted on 12 Feb 2026

HAL is a multi-disciplinary open access
archive for the deposit and dissemination of sci-
entific research documents, whether they are pub-
lished or not. The documents may come from
teaching and research institutions in France or
abroad, or from public or private research centers.

L'archive ouverte pluridisciplinaire HAL, est
destinée au dépôt et à la diffusion de documents
scientifiques de niveau recherche, publiés ou non,
émanant des établissements d'enseignement et de
recherche français ou étrangers, des laboratoires
publics ou privés.

<figure><img src="image_1.png" /></figure>

Distributed under a Creative Commons CC BY 4.0 - Attribution - International License
<figure><img src="image_2.png" /></figure>

# Muscat is not dead: A sensory study of young adults' olfactory appreciation revealed a marked preference for terpenic dry white wines made from this underrated variety

Olivier Geffroy<fnref n="1" />*, Elisabeth Carlier<fnref n="1" />, Marianne Gosset<fnref n="2" />, Magali Peter<fnref n="2" />, Léa Volmerange<fnref n="2" />, Christian Chervin<fnref n="3" />

Article number: 9497

<figure><img src="image_3.png" /></figure>

*correspondence: olivier.geffroy@purpan.fr

Associate editor: Sophie Tempère

<figure><img src="image_4.png" /></figure>

Received: 8 July 2025

Accepted: 19 October 2025

Published: 4 November 2025

<figure><img src="image_5.png" /></figure>

This article is published under the **Creative Commons licence** (CC BY 4.0).

Use of all or part of the content of this article must mention the authors, the year of publication, the title, the name of the journal, the volume, the pages and the DOI in compliance with the information given above.

## ABSTRACT

In a context of declining wine consumption and ageing of wine consumers, white wines may represent an attractive product for engaging and recruiting younger consumers. This study aimed to assess the olfactory preferences of 134 young consumers for four white wines with distinct profiles (*thiolic*, *terpenic*, *fermentative*, and *woody*) and to identify the consumption contexts related to each wine, thanks to a CATA (Check-All-That-Apply) questionnaire positioned before the liking question. The results showed a clear preference among young adults for the *terpenic* profile of Muscat wine, despite the variety's generally undervalued image and commercial challenges. This profile, associated with consumption during summer, at aperitif time and in the company of a partner, was significantly rated higher than *fermentative*, itself rated higher than *thiolic*, with *woody* receiving the lowest score. Surprisingly, the term *Muscat* was little elicited as a preferred appellation/indication for white wine by panellists who more frequently declared appreciating white wines made from Chardonnay or other cultivars rich in varietal thiols. These findings open a new field of research to understand the perception of the term *Muscat* by young consumers and provide valuable insights for adapting white wine profiles to younger consumers.

**KEYWORDS:** thiolic, fermentative, woody, Chardonnay, Colombard, aroma preference

<footnote n="1">¹ PPGV, Université de Toulouse, École d'Ingénieurs de Purpan, 75 voie du TOEC, BP57611, 31076 Toulouse Cedex 3, France</footnote>

<footnote n="2">² Université de Toulouse, École d'Ingénieurs de Purpan, 75 voie du TOEC, BP57611, 31076 Toulouse Cedex 3, France</footnote>

<footnote n="3">³ LRSV, Université de Toulouse, INP-ENSAT, Avenue de l'Agrobiopôle, 31326 Auzeville-Tolosane, France</footnote>
# INTRODUCTION

The global wine industry is undergoing a significant crisis, driven by a combination of factors. In addition to the slow recovery of the wine trade following the COVID-19 pandemic and changes over the past decade in China's regulations on gifting and public expenditures, the 2022 invasion of Ukraine triggered a major energy crisis in Europe alongside soaring inflation and declining household incomes, all of which have contributed to reduced wine demand (Del Rey & Loose, 2023). This downturn leading to a surplus is especially pronounced for red wines in traditional wine-producing countries such as France, Italy, and Spain, where *per capita* wine consumption has been steadily declining for decades (Villanueva & Ferro, 2022). The trend is even more evident among younger generations, many of whom are cutting back or abstaining entirely from alcohol (Caluzzi et al., 2021) or shifting toward beer or spirits to the detriment of traditional wine consumption (Inserm, 2022). According to a survey conducted by Wine Intelligence (2022), 47 % of French wine consumers were aged 55 and over in 2022, and white wines may play a recruitment role among young adults, especially outside of mealtimes at “aperitif time” due to their approachable taste profile, freshness, and lower complexity.

White wines can exhibit a wide range of olfactory profiles. While Muscat-like varieties (i.e., Muscat à petits grains blancs) can give wines with intense floral aroma due to high concentrations of terpenes, notably in monoterpenols (Cordonnier & Bayonove, 1974), wines made from varieties with high content in precursors of varietal thiols (i.e., Sauvignon or Colombard) frequently express grapefruit, tropical, cat urine, or box hedge notes (Roland et al., 2011; Tominaga et al., 1998). In the context of climate change, which takes in most cases the form of higher temperature during maturation, white wines with green aroma related to 3-isobutyl-2-methoxypyrazine (IBMP) are becoming extremely rare (Cordonnier & Bayonove, 1974; Geffroy et al., 2020; Pons et al., 2017).

Neutral grapes can be used to make wines with high concentrations of fermentative compounds (i.e., fatty acids, ethyl esters or acetates), imparting banana, ester, or candy aromas if the conditions of fermentation, notably the turbidity and nitrogen content of the must, the temperature, and the yeast strain are appropriate (Bell & Henschke, 2005; Robinson et al., 2014).

Although the use of barrels, primarily made from oak (*Quercus alba*, *Quercus robur*, and *Quercus petraea*), for fermentation or ageing was largely abandoned during the 20th century, some white wines are still produced using these traditional vessels or alternatives such as oak chips (Jordão & Ricardo-da-Silva, 2021). Depending on the botanical type, the origin of the wood, and the heating parameters, such wines can develop an aroma of vanilla, coconut, toasted bread, or torrefaction (Yoncheva et al., 2024). According to the same author, the use of oak chips is particularly advantageous for

imparting subtle woody notes while preserving freshness and fruitiness, which can otherwise be diminished by oxidation during barrel ageing.

While fruitiness is generally considered a highly desirable aroma quality in wines and oakiness a more divisive characteristic, either positive at a moderate level or negative when it is very pronounced (Francis & Williamson, 2015; Lesschaeve et al., 2012), a limited number of sensory studies have been investigating the appreciation by consumers of white wines showing distinct profiles.

Though the study by Bazala *et al.* (2015) focused only on sweetness, sourness, and aroma intensity, most of the works on olfactory profiles were conducted in Australia and New Zealand on Sauvignon wines. For instance, King *et al.* (2011) were able to identify distinct consumer segments: the largest group preferred wines with green characteristics; another group associated tropical and candy aromas with higher liking, while a third segment, in contrast, viewed tropical notes and cat urine aromas as negative attributes. In another study examining consumer responses to various Sauvignon wines produced using multiple yeast co-inoculations, the wine most preferred by the majority of consumers was characterised by pronounced box hedge aromas, whereas the least liked wine displayed prominent ester and floral notes (King *et al.*, 2010). In the same way, another research conducted with consumers from New Zealand showed that the distinctive aroma of local Sauvignon wines that are characterised by very high concentration of IBMP and varietal thiols was particularly enjoyed (Lund *et al.*, 2009).

As for the French market, no research has been conducted to our knowledge up to now to study the sensory appreciation of white wines. Although varietal thiols are generally regarded in the wine industry as important contributors to consumer preference, white wines characterised by *terpenic* profiles, particularly those produced from Muscat, are undervalued and face difficulties in selling. This can be illustrated by bulk market prices, with organic dry Muscat white wines produced under the Protected Geographical Indication (PGI) Pays d'Oc in the Occitanie region of southern France showing, in 2024, the lowest transaction price behind the other varietal wines produced in the area (e.g., Rolle, Colombard, Grenache blanc, Viognier, Sauvignon, and Chardonnay) (www.paysdoc-wines.com).

The objective of this study was to evaluate young consumers' appreciation of fruity white wines exhibiting different olfactory profiles (namely *thiolic*, *terpenic*, and *fermentative*). A woody profile wine was also included, in opposition to fruity profiles, to test the hypothesis that fruity wines are generally preferred, while green-profile wines were excluded due to sourcing difficulties, as previously explained. To provide winemakers and marketers with insights into consumption contexts associated with each aroma profile, a CATA (Check-All-That-Apply) questionnaire was administered prior to the liking assessment following the approach proposed by Geffroy *et al.* (2024a).
# MATERIALS AND METHODS

## 1. Wines

The wine selection was carried out in two stages. First, 10 white wines produced in Occitanie (south of France) from the 2024 vintage were chosen by the head winemakers of two cooperative wineries from among the numerous wines available in the tanks of their cellars, based on their diversity of sensory profiles. Selecting wines from tanks prior to blending allows for the identification of more pronounced sensory characteristics. Secondly, four wines were selected among the 10 available during a tasting session conducted with three experts, each wine chosen for exhibiting distinct olfactory profiles (*thiolic*, *terpenic*, *fermentative*, and *woody*). The *thiolic* wine made of pure Colombard was provided by Plaumont Producteurs, a cooperative cellar located in the Gascony region (199, route de Corneillan, Saint-Mont, France). The vineyard used to produce this wine was sprayed with foliar nitrogen at veraison, a practice that has been proven to enhance the varietal thiol concentration of the finished wine (Geffroy *et al.*, 2016). The must was fermented at 18 °C with the yeast strain Selectys® Thiols (Oenofrance, Magenta, France). At tasting, the wine was noted for its pale colour and highly expressive character, featuring intense aromas of grapefruit and tropical fruits. It displayed low viscosity and a pronounced acidity on the palate.

The three other wines were sourced from Dom Brial, a cooperative winery located in the Roussillon region (14, avenue du Maréchal-Joffre, Baixas, France). The *terpenic* wine, made exclusively from Muscat à petits grains, was fermented at 18 °C using the Zymaflore® VL3 yeast strain (Laffort, Floirac, France). It presented intense floral aromas, moderate viscosity, and acidity, along with a slight bitterness.

The *fermentative* and *woody* wines, both produced from Chardonnay, were fermented at 14 °C with Zymaflore® X16 yeast (Laffort, Floirac, France), incorporating medium-toasted oak chips at a dosage of 2 g/L for the *woody* wine. The *fermentative* wine was described as expressive, with intense banana and candy aromas, and a well-balanced palate. The *woody* wine exhibited dominant and intense notes of vanilla and toasted aroma, along with high viscosity and a noticeable sweetness in the mouth.

The four wines were sampled directly from the tanks in October 2024, after alcoholic fermentation and the addition

of sulphur dioxide at 50 mg/L. They were not stabilised but were stored at 4 °C in 10 L bag-in-box containers until the sensory analysis was conducted in April 2025, allowing sufficient time to achieve a good degree of limpidity.

Classical oenological analyses were conducted on wines using the Winescan FT-120 technique (Foss France SAS, Nanterre, France). The results are available in Table 1.

## 2. Procedure for data acquisition

A convenience panel composed of 134 French young consumers with a mean age of 20.7 ± 1.0 years who have been drinking wine for 4.5 ± 2.7 years, currently at least once a month, was recruited from the École d'ingénieurs de Purpan in Toulouse, France. No ethics approval was obtained, but all participants were asked to provide written informed consent prior to participating in the study. The detailed composition of the panel is shown in Table 2. The participants were just informed they were about to evaluate samples of dry white wines.

The session took place in a neutral room, and the spacing between the panellists ensured that no communication could occur. The samples were coded with a three-digit code and served using a Williams' Latin square design. A constant volume of 40 mL was poured at 12 °C into black wine-tasting glasses. This methodological choice was made to focus solely on olfaction, as large differences in colour intensity (as reflected by DO₄₂₀ shown in Table 1), particularly between the *thiolic* and *woody* wines, were likely to influence consumer description and preferences (Morrot *et al.*, 2001). Similarly, due to notable variations in taste and mouthfeel among the four wines as highlighted during the initial tasting session, panellists were instructed to smell the samples only, without tasting them.

Consumers were first asked to respond to a CATA questionnaire inspired by Silva *et al.* (2016) to indicate in which context(s) they would drink the tasted wine. Eight options were selected by a panel of 10 students from the 29 categories proposed by these authors during preliminary research performed a few days before the formal assessment: with family, during the meal, at aperitif time, during winter, during summer, with a partner, with friends, or during parties. The selection was made based on the most frequently cited option associated with a relevant context for white wine consumption.

<table><caption>TABLE 1. Classical oenological analyses conducted on the four white wines used in the study. The uncertainty of measurement is expressed as a 95 % confidence interval.</caption><thead><tr><th>Olfactory profile</th><th>Alcohol content (% v/v)</th><th>Titratable acidity (g/L tartaric acid)</th><th>pH</th><th>Malic acid (g/L)</th><th>Volatile acidity (g/L acetic acid)</th><th>Glucose + fructose (g/L)</th><th>DO<sub>420</sub></th><th>DO<sub>280</sub></th></tr></thead><tbody><tr><td>Thiolic</td><td>10.6 ± 0.1</td><td>6.2 ± 0.1</td><td>3.29 ± 0.05</td><td>2.60 ± 0.3</td><td>0.21 ± 0.05</td><td>0.2 ± 0.5</td><td>0.10 ± 0.01</td><td>1.17 ± 0.02</td></tr><tr><td>Terpenic</td><td>11.9 ± 0.1</td><td>6.0 ± 0.1</td><td>3.35 ± 0.05</td><td>1.77 ± 0.3</td><td>0.26 ± 0.05</td><td>0.1 ± 0.5</td><td>0.14 ± 0.01</td><td>8.01 ± 0.02</td></tr><tr><td>Fermentative</td><td>13.0 ± 0.1</td><td>5.5 ± 0.1</td><td>3.36 ± 0.05</td><td>0.47 ± 0.3</td><td>0.40 ± 0.05</td><td>0.1 ± 0.5</td><td>0.13 ± 0.01</td><td>5.43 ± 0.02</td></tr><tr><td>Woody</td><td>11.6 ± 0.1</td><td>6.1 ± 0.1</td><td>3.56 ± 0.05</td><td>2.82 ± 0.3</td><td>0.30 ± 0.05</td><td>0.1 ± 0.5</td><td>0.19 ± 0.01</td><td>7.03 ± 0.02</td></tr></tbody></table>
<table><caption>**TABLE 2.** Proportion in % of consumers in the panel by gender, wine knowledge, frequency of wine consumption, average amount spent per bottle, and preferred wine style (n = 134).</caption><thead><tr><th>Category</th><th></th><th>Proportion (%)</th></tr></thead><tbody><tr><td rowspan="3">Gender</td><td>Male (n = 67)</td><td>50</td></tr><tr><td>Female (n = 66)</td><td>49</td></tr><tr><td>Prefer not to say (n = 1)</td><td>1</td></tr><tr><td rowspan="3">Wine knowledge</td><td>No knowledge (n = 41)</td><td>31</td></tr><tr><td>Interested, basic knowledge (n = 83)</td><td>62</td></tr><tr><td>Passionate (n = 10)</td><td>7</td></tr><tr><td rowspan="5">Frequency of wine consumption</td><td>Every day (n = 1)</td><td>1</td></tr><tr><td>Three-four times a week (n = 20)</td><td>15</td></tr><tr><td>Once a week (n = 57)</td><td>42</td></tr><tr><td>Twice a month (n = 37)</td><td>28</td></tr><tr><td>Once a month (n = 19)</td><td>14</td></tr><tr><td rowspan="4">Average amount spent per bottle</td><td>Less than 3 euros (n = 7)</td><td>5</td></tr><tr><td>Between 3 and 5 euros (n = 23)</td><td>17</td></tr><tr><td>Between 5 and 10 euros (n = 77)</td><td>58</td></tr><tr><td>More than 10 euros (n = 27)</td><td>20</td></tr><tr><td rowspan="5">Preferred wine style</td><td>Dry white (n = 25)</td><td>19</td></tr><tr><td>Sweet white (n = 41)</td><td>31</td></tr><tr><td>Sparkling white (n = 11)</td><td>8</td></tr><tr><td>Rosé (n = 4)</td><td>3</td></tr><tr><td>Red (n = 53)</td><td>39</td></tr></tbody></table>

As proposed by Ares & Jaeger (2023), the position of each answer was randomised across panellists. Then, panellists had to indicate their overall liking on a 9-point hedonic scale from 1, *I extremely dislike*, to 9, *I extremely like*. This order, CATA then liking, was already validated in a previous study (Geffroy *et al.*, 2024a).

After the session, they had to provide demographic information and respond to questions regarding their wine knowledge and consumption behaviours for wine. At the end of the questionnaire, the panellists were asked to name one or more white wine appellations/indications that they particularly enjoy.

Both questionnaires are shown in supplementary data S1 and S2.

### 3. Data treatment

For the CATA question, the frequencies of occurrence for each wine were treated through a Chi-square test and correspondence analysis (CA), while the liking score was analysed through a two-way ANOVA (panellists × wine). Fisher's least significant difference test was used as a

post-hoc comparison of means at *P* < 0.05. All statistical treatments were conducted using XLSTAT version 2022.4.1 (Addinsoft, Paris, France).

## RESULTS AND DISCUSSION

Liking scores for the olfactory assessment of the four studied wines highlighted a clear, significant ranking of preferences at *P* < 0.001 (Figure 1). Tentative two-way ANOVA models to integrate other qualitative variables, such as gender or consumption habits, yielded no significant effects (*P* > 0.05), indicating that this ordering is valid for the whole population that appears homogeneous.

The *woody* wine, for which the oak and particularly vanilla aromas were marked, received the lowest score in comparison with the fruity wines (*thiolic*, *terpenic*, and *fermentative*), in agreement with previous research (Francis & Williamson, 2015; Lesschaeve *et al.*, 2012). As for the context, such an olfactory profile was related to formal consumption during the meals and during winter (Figure 2, Table 3). These results were not surprising, as they reflect
<figure><img src="image_6.png" /><figcaption>**FIGURE 1.** Impact of the wine olfactory profile on the liking score (mean values ± 95 % confidence interval). Different letters indicate means significantly different at *P* < 0.05 by Fisher's test.</figcaption></figure>

<figure><img src="image_7.png" /><figcaption>**FIGURE 2.** Correspondence analysis space projection on Factors 1–2 of the four studied wines and consumption contexts associated with each olfactory profile. Contexts highlighted in red enable the discrimination of the wines according to the Chi-square test.</figcaption></figure>

the typical recommendations of sommeliers, who suggest drinking full-bodied, creamy, barrel-aged Chardonnay wines during the winter season (Larson, 2025). They are also consistent with a recent online survey of 3,000 regular wine consumers from Australia, the United Kingdom, and the USA, which showed that chocolate and other related aromas, such as vanilla, were clearly preferred in winter (Ristic *et al.*, 2019).

In our study, the *terpenic* wine obtained the highest score, followed by the *fermentative* profile, which was itself followed by the *thiolic* one. This finding is somewhat in contradiction with previous research conducted in Australia that examined the appreciation of several Sauvignon wines fermented with distinct mixtures of yeasts (King *et al.*, 2010). Interestingly, in this previous study, most consumers did not prefer the white wine that had the
<table><caption>**TABLE 3.** Citation frequencies (expressed in %) for the best contexts selected by consumers to drink the four studied wines, and significance (*P*) calculated from the Chi-square test within each option. Different letters within each column indicate significant differences based on the post-hoc Marascuilo test (*P* < 0.05).</caption><thead><tr><th></th><th>With family</th><th>At aperitif time</th><th>During summer</th><th>With friends</th><th>During the meal</th><th>During winter</th><th>With a partner</th><th>During parties</th></tr></thead><tbody><tr><td>Thiolic</td><td>11.1 a</td><td>12.9 a</td><td>15.6 bc</td><td>17.8 a</td><td>15.1 b</td><td>9.2 ab</td><td>5.7 ab</td><td>12.7 a</td></tr><tr><td>Terpenic</td><td>12.2 a</td><td>17.9 b</td><td>18.6 c</td><td>15.2 a</td><td>10.1 a</td><td>6.0 a</td><td>9.9 c</td><td>10.1 a</td></tr><tr><td>Fermentative</td><td>13.1 a</td><td>13.9 ab</td><td>12.4 b</td><td>15.5 a</td><td>14.7 b</td><td>10.6 b</td><td>8.2 bc</td><td>11.6 a</td></tr><tr><td>Woody</td><td>14.1 a</td><td>10.3 a</td><td>7.5 a</td><td>13.5 a</td><td>21.8 c</td><td>15.8 c</td><td>4.9 a</td><td>12.1 a</td></tr><tr><td>P</td><td>0.642</td><td>&lt; 0.05</td><td>&lt; 0.001</td><td>0.461</td><td>&lt; 0.001</td><td>&lt; 0.001</td><td>&lt; 0.05</td><td>0.700</td></tr></tbody></table>

highest ester and floral aroma, and favoured the *thiolic* wines (King *et al.*, 2010). In comparison with our research, it should be noted that panellists in this previous work may have been more accustomed to wines with strong *thiolic* characteristics, as it has been proven that New Zealand wines contained greater concentrations of varietal thiols than French wines (Lund *et al.*, 2009). This divergence in results could therefore be attributable to differences in familiarity, a key factor impacting wine appreciation (Saliba *et al.*, 2009). Conversely, these results highlighting the superiority of the *terpenic* profile are consistent with observations frequently made by the authors of the present study. As part of a pedagogic blending activity conducted with students each year, aiming at creating a white wine blend from 10 single-varietal base wines sourced from different regions of southern France, Muscat is among the varieties most often selected by the students (Geffroy *et al.*, 2024b). This recurrent choice suggests a marked positive appreciation for its sensory profile of young consumers. In the same way, in a study aiming at developing a sensory method for describing wine using young adult participants from southwest France (Beaulieu *et al.*, 2022), it was observed that a dry white wine, produced from a hybrid variety with Muscat in its lineage and characterised by an intense floral aroma, received the highest hedonic rating, suggesting strong acceptability of *terpenic* white wine among this consumer group.

A total of 84 different white wine designations or appellations were mentioned by young consumers, with an average of 1.5 ± 1.0 terms cited per participant and 116 participants citing at least one term. This diversity resulted in overall low citation frequencies. Among the white wine designations or appellations most frequently cited as preferred by young consumers (i.e., with citation frequencies above 5 %), *Muscat* ranked last, tied with *Côtes-de-Gascogne* —a Protected Geographical Indication (PGI) from southwestern France known for wines produced primarily from Colombard—and *Tariquet* (5.2 %), a winery located within the Côtes-de-Gascogne PGI. These were preceded by *Chablis* (6.7 %), *Sauternes* (9.0 %), *Jurançon* (10.4 %)—a Protected Designation of Origin (PDO) from southwestern France producing sweet white wines mainly from Gros Manseng and Petit Manseng—*Sauvignon* (11.9 %), and *Chardonnay* (13.4 %). This ranking underscores the greater recognition of white wines made from Chardonnay or

Sauvignon, a cultivar rich in varietal thiols, as well as sweet white wines, which is consistent with the self-reported preferred wine style, with this category accounting for 31 % of responses (Table 2). The low recognition of the Muscat variety among young adults may stem from its association with PDO sweet, fortified wines produced in the south of France (e.g., Muscat de Rivesaltes, Muscat de Frontignan), which are often perceived as old-fashioned and less popular, typically consumed as aperitifs by older generations (Geffroy, unpublished). Interestingly, this aperitif context, together with consumption during summer or with a partner, was also related to Muscat wine (Figure 2). This finding is not trivial for the wine industry, as nowadays most of the wines are consumed outside of regular mealtimes, typically as an aperitif (Wine Intelligence, 2022). As for the other olfactory profiles (i.e., *fermentative* and *thiolic*), no clear context of consumption emerged (Table 3).

It can be pointed out that our study was olfactory-based, and the only information provided to the panellists was limited to the fact that they were smelling samples of dry white wines. To investigate the perception of the term *Muscat*, qualitative research under the form of focus group or face-to-face interview, and experimental auctions, which are controlled market simulations used to elicit consumers' willingness to pay for products under realistic conditions rather than relying solely on stated intentions (Lusk & Shogren, 2007), could be very valuable. However, young adults generally tend to focus more on factors such as awards received, label design, and alcohol content instead of emphasising the region of origin or grape variety when assessing wine quality (Atkin & Thach, 2012).

It is also important to note that the panel in this study was a convenience sample of French agricultural science students who shared similar social and cultural backgrounds, demonstrated a marked interest in wine (Table 2), and had been consuming wine for several years (4.5 ± 2.7 years). Consequently, they had moved beyond the initial recruitment stage, with 39 % reporting a preference for red wine (Table 2), a product generally associated with more experienced consumers (Wine Intelligence, 2022). Therefore, the results might have differed if the study had included French consumers with more varied and heterogeneous characteristics and incorporated more newbies in wine.
It must be borne in mind that the study was limited to an exclusively olfactory evaluation of four wines with distinct and stereotypical profiles. While these wines may be relatively easy to reproduce from an olfactory perspective, they might not be commonly found on the market and might be primarily used for blending purposes. Neither the visual aspect, specifically colour, nor the sensory perceptions in the mouth (e.g., viscosity, sweetness, sourness, balance) were assessed, even though these attributes play a central role in the overall appreciation and quality perception of wine (Francis & Williamson, 2015). However, it should be noted that winemakers and oenologists have access to a range of practices to modulate these sensory characteristics, notably by adjusting the harvest date (Rouxinol et al., 2023).

## CONCLUSION

This study demonstrated a clear preference among young adults for the *terpenic* olfactory profile of Muscat white wine. Participants expressed willingness to consume this wine, particularly during summer, as an aperitif, and in the company of a partner. The *terpenic* profile was followed in preference by the *fermentative*, itself rated higher than the *thiolic*, and *woody* profiles, the latter receiving the lowest liking scores.

The superiority of the *terpenic* profile is a notable finding, considering that wines from the Muscat variety are generally underrated, face commercial challenges, and that the term *Muscat* was rarely mentioned by panellists as their preferred white wine appellation/indication. This discrepancy may be explained by the product's outdated image, often associated with fortified, sweet wines produced from this grape variety.

Although further research is needed to better understand young consumers' perceptions of Muscat wines, for example, overall tastings (appearance, nose, palate) would be interesting. Nevertheless, our results offer valuable insights for winemakers and marketers to develop their white wine range and to adapt products to young consumers' profiles.

## ACKNOWLEDGEMENTS

The authors are grateful to the students from École d'ingénieurs de Purpan who participated in the study. They also would like to thank Plaimont Producteurs and Dom Brial for providing the four white wines used for the study.

## REFERENCES

Ares, G., & Jaeger, S. (2023). Check-all-that-apply (CATA) questions with consumers in practice: Experimental considerations and impact on outcome. In *Rapid sensory profiling techniques* (pp. 257-280). Elsevier. https://doi.org/10.1533/9781782422587.2.227

Atkin, T., & Thach, L. (2012). Millennial wine consumers: risk perception and information search. *Wine Economics and Policy, 1*(1), 54-62. https://doi.org/10.1016/j.wep.2012.08.002

Bazala, B., Knoll, M., & Derndorfer, E. (2015). Perception and acceptance of white wines by consumers belonging to different age groups. *OENO One, 49*(3), 217-230. https://doi.org/10.20870/oeno-one.2015.49.3.78

Beaulieu, A., Giraud, V., Magro, P., Nougarede, S., Maza, E., Samson, A., Geffroy, O., & Chervin, C. (2022). Development of the Adapted Pivot Test method for descriptive sensory analyses with young untrained students. *Journal of Sensory Studies, 37*, e12779. https://doi.org/10.1111/joss.12779

Bell, S.-J., & Henschke, P. A. (2005). Implications of nitrogen nutrition for grapes, fermentation and wine. *Australian Journal of Grape and Wine Research, 11*(3), 242-295. https://doi.org/10.1111/j.1755-0238.2005.tb00028.x

Caluzzi, G., MacLean, S., Livingston, M., & Pennay, A. (2021). "No one associates alcohol with being in good health": Health and wellbeing as imperatives to manage alcohol use for young people. *Sociology of Health & Illness, 43*(2), 493-509. https://doi.org/10.1111/1467-9566.13237

Cordonnier, R., & Bayonove, C. (1974). Mise en évidence dans la baie de raisin, variété Muscat d'Alexandrie, de monoterpènes liés révélables par une ou plusieurs enzymes du fruit. *Comptes Rendus Hebdomadaires des Séances*. Académie des Sciences Paris Série D, 278, 3387-3390.

Del Rey, R., & Loose, S. (2023). State of the International Wine Market in 2022: New market trends for wines require new strategies. *Wine Economics and Policy, 12*(1), 3-18. https://doi.org/10.36253/wep-14758

Francis, I. L., & Williamson, P. O. (2015). Application of consumer sensory science in wine research. *Australian Journal of Grape and Wine Research, 21*, 554-567. https://doi.org/10.1111/ajgw.12169

Geffroy, O., Armario, M., Fontaine, A., Fourure, M., Pasquier, G., Semadeni, T., & Chervin, C. (2020). 3-Isobutyl-2-methoxypyrazine is neutrally perceived by consumers at usual concentrations in French Sauvignon and Fer wines from the Gaillac area. *OENO One, 54*(4), 1133-1142. https://doi.org/10.20870/oeno-one.2020.54.4.4492

Geffroy, O., Charrier, F., Poupault, P., Schneider, R., Lopez, R., Gontier, L., & Dufourcq, T. (2016). Boosting varietal thiols in white and rosé wines through foliar nitrogen and sulfur spraying. *Proceedings of the Australian wine industry technical conference*, 24 - 28 July 2016, Adelaide, Australia.

Geffroy, O., Gosset, M., & Chervin, C. (2024b). Formula 20 : un dispositif pédagogique innovant pour faciliter l'apprentissage de l'assemblage et de l'analyse sensorielle du vin par les étudiants. *La revue des œnologues et des techniques vitivinicoles et œnologiques, 191*, 51-53.

Geffroy, O., Maza, E., Lytra, G., & Chervin, C. (2024a). 'Liking then CATA'or 'CATA then liking'? Impact of the hedonic question positioning on the wine sensory description and appreciation. *OENO One, 58*(3). https://doi.org/10.20870/oeno-one.2024.58.3.8165

INSERM. (2022). Reducing the Harm Associated With Alcohol Consumption. Montrouge (FR): EDP Sciences. INSERM Collective Expert Reports (Accessed July 11, 2025).

Jordão, A. M., & Ricardo da Silva, J. M. (2021). Use of different wood species for white wine production: Wood composition and impact on wine quality. Dans A. Morata (Éd.), White Wine Technology (pp. 281-300). Academic Press. https://doi.org/10.1016/B978-0-12-823497-6.00011-9

King, E. S., Kievit, R. L., Curtin, C., Swiegers, J. H., Pretorius, I. S., Bastian, S. E., & Francis, I. L. (2010). The effect of multiple yeasts co-inoculations on Sauvignon Blanc wine aroma composition, sensory properties and consumer preference. *Food Chemistry, 122*(3), 618-626. https://doi.org/10.1016/j.foodchem.2010.03.021
King, E., Osidacz, P., Curtin, C., Bastian, S., & Francis, I. (2011). Assessing desirable levels of sensory properties in Sauvignon Blanc wines–consumer preferences and contribution of key aroma compounds. *Australian Journal of Grape and Wine Research*, 17(2), 169-180. https://doi.org/10.1111/j.1755-0238.2011.00133.x

Larson, J. (2025). 13 wonderful white wines for winter, according to sommeliers. Wine spectator. https://www.winespectator.com/articles/white-wines-winter-picks-2025

Lesschaeve, I., Bowen, A., & Bruwer, J. (2012). Determining the impact of consumer characteristics to project sensory preferences in commercial white wines. *American Journal of Enology and Viticulture*, 63(4), 487-493. https://doi.org/10.5344/ajev.2012.11085

Lund, C. M., Thompson, M. K., Benkwitz, F., Wohler, M. W., Triggs, C. M., Gardner, R., Heymann, H., & Nicolau, L. (2009). New Zealand Sauvignon blanc distinct flavor characteristics: sensory, chemical, and consumer aspects. *American Journal of Enology and Viticulture*, 60(1), 1-12. https://doi.org/10.5344/ajev.2009.60.1.1

Lusk, J. L., & Shogren, J. F. (2007). Experimental auctions. New York: Cambridge University Press. https://doi.org/10.1017/CBO9780511611261

Morrot, G., Brochet, F., & Dubourdieu, D. (2001). The color of odors. *Brain and language*, 79(2), 309-320. https://doi.org/10.1006/brln.2001.2493

Pons, A., Allamy, L., Schüttler, A., Rauhut, D., Thibon, C., & Darriet, P. (2017). What is the expected impact of climate change on wine aroma compounds and their precursors in grape? *OENO One*, 51(2-3), 141-146. https://doi.org/10.20870/oeno-one.2017.51.2.1868

Ristic, R., Danner, L., Johnson, T. E., Meiselman, H. L., Hoek, A. C., Jiranek, V., & Bastian, S. E. (2019). Wine-related aromas for different seasons and occasions: Hedonic and emotional responses of wine consumers from Australia, UK and USA. *Food Quality and Preference*, 71, 250-260. https://doi.org/10.1016/j.foodqual.2018.07.011

Robinson, A. L., Boss, P. K., Solomon, P. S., Trengove, R. D., Heymann, H., & Ebeler, S. E. (2014). Origins of Grape and Wine Aroma. Part 1. Chemical Components and Viticultural Impacts. *American Journal of Enology and Viticulture*, 65(1), 1-24. https://doi.org/10.5344/ajev.2013.12070

Roland, A., Schneider, R., Razungles, A., & Cavelier, F. (2011). Varietal Thiols in Wine: Discovery, Analysis and Applications. *Chemical Reviews*, 111(11), 7355-7376. https://doi.org/10.1021/cr100205b

Rouxinol, M. I., Martins, M. R., Barroso, J. M., & Rato, A. E. (2023). Wine grapes ripening: A review on climate effect and analytical approach to increase wine quality. *Applied Biosciences*, 2(3), 347-372. https://doi.org/10.3390/applbiosci2030023

Saliba, A. J., Bullock, J., & Hardie, W. J. (2009). Consumer rejection threshold for 1,8-cineole (eucalyptol) in Australian red wine. *Food Quality and Preference*, 20(7), 500-504. https://doi.org/10.1016/j.foodqual.2009.04.009

Silva, A. P., Jager, G., Van Bommel, R., Van Zyl, H., Voss, H. P., Hogg, T., Pintado, M., & De Graaf, C. (2016). Functional or emotional? How Dutch and Portuguese conceptualise beer, wine and non-alcoholic beer consumption. *Food Quality and Preference*, 49, 54-65. https://doi.org/10.1016/j.foodqual.2015.11.007

Tominaga, T., Furrer, A., Henry, R., & Dubourdieu, D. (1998). Identification of new volatile thiols in the aroma of *Vitis vinifera* L. var. Sauvignon blanc wines. *Flavour and Fragrance Journal*, 13(3), 159-162. https://doi.org/10.1002/(SICI)1099-1026(199805/06)13:3%3C159::AID-FFJ709%3E3.0.CO;2-7

Villanueva, E. C., & Ferro, G. (2022). An update of the worlds of wine: the emerging countries’ influence. *International Journal of Economics and Business Research*, 23(1), 113-129. https://doi.org/10.1504/IJEBR.2022.119358

Wine Intelligence. (2022). La bataille des générations France [Communiqué de presse]. Vinexposium. https://www.vinexposium.com/wp-content/uploads/2022/11/WI-pour-Wine-Paris-Vinexposium-La-bataille-des-Generations-France-Press-Handout.pdf

Yoncheva, T., Stoyanov, N., & Dimitrov, D. (2024). Influence of oak wood on the chemical and organoleptic profile of white wines. *Food Science and Applied Biotechnology*, 7(1), 79-91. https://doi.org/10.30721/fsab2024.v7.i1.315