Exploring Consumer and Producer Views of Verjuice: A Grape-Based Product Made from Viticultural Waste

The wine sector is actively working to add value, increase sustainability, and reduce waste streams. One great example is to use thinned grapes, that are usually left to rot, to make verjuice. As verjuice has no identity standard, there is a wide scope for producers to innovate. Decisions regarding sensory characteristics and packaging are currently made by the verjuice producers, mainly winegrowers and winemakers but also chefs, without fully understanding the needs and wants of consumers. Using discussion groups and interviews, this study explored both consumer and producer views towards commercial verjuice regarding perceived sensory characteristics, possible end-uses, packaging, and desirable label elements. Similarities and differences were discovered between consumer views and verjuice producer practices. Consumers reported a diverse range of attributes beyond the sourness and sweetness that was the focus of producers, indicating potential for a broader range of applications of verjuice than currently considered. Sweeter variants were generally preferred for drinking, while sourer ones were favoured for cooking, although exceptions to this trend existed across consumers. Additionally, a mismatch between producer packaging choices and consumer preferences was identified, highlighting potential for producers to optimise packaging to better cater to consumer needs. This research explored an opportunity to create verjuice with desirable sensory characteristics for specific end-uses, providing product diversification for the wine industry’s revenue stream. Uncovering these consumer insights is key to better inform promotion of verjuice by producers and the agrifood sector seeking to enhance the value of their by-products.