Perception of quality and complexity in wine and their links to varietal typicality: An investigation involving Pinot noir wine and professional tasters

[Display omitted] •Perceived quality, complexity and varietal typicality were investigated in Pinot noir wines.•Specific wine attributes drove wine professionals’ judgments of each concept.•Quality and complexity were positively associated concepts in Pinot noir wines.•Varietal typicality was virtually synonymous with perceived quality.•Wine colour influence was not a major driver of Pinot noir perceived quality. Quality and complexity are abstract terms employed frequently to describe a wine’s overall attributes. In the present study, we investigated: (i) attributes driving wine professionals’ judgments of quality and complexity in Pinot noir wines; (ii) the relation between these two abstract concepts; and (iii) association of each concept with varietal typicality. Twenty-two wine professionals evaluated 18 New Zealand Pinot noir wines in both clear and opaque glassware via two sensory tasks, a descriptive rating task and an 8-attribute, perceived complexity questionnaire. Sensory data were associated with wine UV-spectrophotometry colour measures to aid interpretation of the influence of tasting-glass colour. Results demonstrated the key drivers of perceived quality were descriptors varietal typicality, expressiveness, overall structure, and attractive fruit aromatics, along with complexity questionnaire attributes of harmony, balance and number of identifiable flavours. Reductive notes drove low-quality judgments. Data show that quality and complexity were positively associated concepts and that both were linked positively with varietal typicality. Visual influence was not a major driver of wine professionals’ judgments but being able to see a wine’s colour influenced tasters’ judgments to wines at each end of the price/quality spectrum. We discuss the results in terms of cognitive phenomena associated with judgments by those with domain-specific expertise.