Support for local wines in The Netherlands: opportunities for the hospitality industry

Abstract

This article reports on a research project to measure the current intrinsic competitive value of Dutch wine in comparison to wines from renowned wine countries based on a taste and olfactory evaluation, and to explore the sustainable benefits that local Dutch wine can offer and wines made from fungus-resistant grape varieties (FRG). Both factors aim to measure the unique selling point of Dutch wine and explore if adoption in The Netherlands can be strengthened in the future. A blind tasting experiment with four different tasting groups (n = 54) was conducted. Participants evaluated (blind) two Dutch wines (white and red), a New Zealand wine (white) and a Bordeaux blend (red), which were matched according to their flavour components and popularity in The Netherlands. The outcome of this research shows no significant difference in overall scores between groups when comparing Dutch wine to wines from renowned wine-producing countries when tasted blind. However, the Dutch white wine was significantly more likely to be purchased according to participants. Results show that the competitiveness of Dutch wine in comparison to other renowned wine regions is evident. Dutch wine has increased in quality over the last years, therefore it is more likely to be purchased now. This offers opportunities in marketing and sales to increase