Survey studies free wine-tastings behaviour

Researchers at the University of Southern Queensland (USQ) have commissioned a survey to find out if wineries benefit from providing free wine-tastings.

USQ academics Noeleen McNamara and Frances Cassidy will find out how many wineries charge for tasting and what benefit they get from it.

Researcher Frances Cassidy says the cost can be huge for smaller operators.

"A lot of these wineries are very small organisations - there might be only two or three people working at them," she said.

"To take someone out of the field and then have them cleaned up and tidied up at the cellar door for a few hours to serve people for nothing, that is a cost.

"You're taking away from their everyday working environment."

Ms Cassidy says the study also aims to examine consumer attitudes to free sampling.

"I know myself if it's a free wine-tasting, I feel a bit guilty and think I'd better buy at least a bottle," she said.

"But then there are other people out there who say 'well, if I'm paying $20 for a wine-tasting and I'm tasting five wines, I don't feel compelled to buy anything and if I don't like it, then I'm not going to'."

Source: ABC News,  24 April 2013