Consumer Profile and Drivers Influencing Consumer Behavior towards Fondillón, a European Protected Naturally Sweet Red Wine

Abstract

Fondillón is a naturally sweet red wine, protected within the Alicante Denomination of Origin (Alicante, Spain) and recognized by the European Union in its E-Bacchus database. The aims of this study were (i) to evaluate the degree of consumer acceptance and satisfaction towards Fondillón, (ii) to establish key drivers controlling consumer satisfaction, and (iii) to establish a general profile of the typical Fondillón consumer. The experiment consisted of three complementary studies: (i) a descriptive sensory analysis of five Fondillón samples representing all samples being marketed, (ii) an affective test using wine consumers (n = 100), and (iii) an online questionnaire to identify the main characteristic of a Fondillón consumer (n = 294). The main consumption drivers were good balance, intense floral and fruity notes, and long aftertaste. The current typical Fondillón consumer is a 42–52 year-old man, with a higher education level, with a 25,000–50,000 euros/year income, and who drinks it mainly at home. The online study showed that 50% of respondents do not consume Fondillón because they do not know it, because it is very expensive, or because it is not so easy to find. Therefore, producers should improve their communication campaigns and distribution networks as key parts of their marketing strategies regarding Fondillón.