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Aims: This study investigated whether age has an impact on perception and liking of white wine.

Methods and results: Differences between two groups of 50plus consumers (each n= 50, 50-65 and 65-80 years) and a group of young subjects (n= 50, 25-40 years) regarding white wine perception and liking were investigated. Participants blindly rated the perceived sweetness, sourness, aroma intensity and overall liking of six different wines on an 11-point scale. Subjects also performed a taste and smell test. Finally, socio-demographic data and consumerism were collected. This study demonstrated that elderly people perceive sweetness, sourness and aroma intensity only slightly differently compared to younger subjects. The older groups gave slightly higher liking-marks, but results were not significantly different. Sensory attributes (sweet, sour, aroma) of the wines had most influence on liking.

Conclusion: This study delivers no proof that age and/or gender explains liking as insulated factor. Generally it seems that sour products were liked less, whereas regularly consumed and sweeter products were preferred.

Significance and impact of the study: As sensory properties of the wines, in combination with experience, contribute most to the overall liking of the product, it seems to be more successful economically for producers/outlets to provide wines rich in positively engaged attributes or possessing familiar flavour profiles to the consumers, irrespective of the socio-demographic group of the potential buyer.