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Sensory Analysis and Willingness to Pay for Craft Cider*

Published online by Cambridge University Press:  21 December 2015

Peter R. Tozer ,
Suzette P. Galinato ,
Carolyn F. Ross ,
Carol A. Miles  and
Jill J. McCluskey
Peter R. Tozer*
Affiliation:
School of Economic Sciences, Washington State University, Pullman, WA 99164-6210.
Suzette P. Galinato
Affiliation:
School of Economic Sciences, Washington State University, Pullman, WA 99164-6210. e-mail: sgalinato@wsu.edu
Carolyn F. Ross
Affiliation:
School of Food Science, Washington State University, Pullman, WA 99164. e-mail: cfross@wsu.edu
Carol A. Miles
Affiliation:
Department of Horticulture, Washington State University, WSU Mount Vernon NWREC, Mount Vernon, WA 98273. e-mail: milesc@wsu.edu
Jill J. McCluskey
Affiliation:
School of Economic Sciences, Washington State University, Pullman, WA 99164-6210. e-mail: mccluskey@wsu.edu
*
e-mail: Peter_tozer@wsu.edu (corresponding author)
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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)

Keywords

U.S. cider industrysensory evaluationwillingness to payblind taste testing
Type
Articles
Information
Journal of Wine Economics , Volume 10 , Issue 3 , December 2015 , pp. 314 - 328
Copyright
Copyright © American Association of Wine Economists 2015 

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Footnotes

*

Research funded by the USDA-AMS - Federal-State Marketing Improvement Program (FSMIP). Project entitled Assessment of the Cider Market: Pilot Study in Washington State (GRANT 11680819). The authors are also grateful to an anonymous referee and comments provided by the editor, Karl Storchmann.

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