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Sensory Analysis and Willingness to Pay for Craft Cider*

  • Peter R. Tozer (a1), Suzette P. Galinato (a2), Carolyn F. Ross (a3), Carol A. Miles (a4) and Jill J. McCluskey (a5)...


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)


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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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