Development of a Sensory Lexicon and Sensory Wheel for Chinese Red Wine Consumers

The Chinese wine market has grown rapidly over the past two decades, driven by increased production capacity and rising consumer interest. However, many Chinese consumers still possess limited knowledge of red wine, making it difficult for them to evaluate quality due to its complex sensory properties. A significant gap exists between professional wine vocabulary and consumer understanding, which hinders effective communication and appreciation. To address this gap, a consumer‐centered red wine sensory language system was developed using online research, consumer surveys, and focus group discussions. Based on this system, a three‐tiered red wine sensory wheel was constructed, covering six sensory modalities (appearance, aroma, taste, mouthfeel, body, and aftertaste), 11 categories, and 37 sensory attributes. This framework provides a visual and structured lexicon to support consumer‐friendly wine descriptions. The framework was further examined in relation to commonly used technical wine terminology to explore areas of overlap and divergence. This study offers a structured and consumer‐oriented approach to red wine evaluation, aiming to enhance consumer comprehension and engagement. The findings also support more effective communication between producers and consumers, thereby contributing to improved marketing strategies and higher consumer satisfaction within the Chinese wine market.