This study explored the relationship between quality perceptions
and preferences in the context of wine consumption. Interviews and
‘focus tastings’ were used to elicit information from Australian wine
consumers, wine producers, and wine industry mediators. The
findings indicate that in the context of wine consumption preference
seems to be a means of linking a personal, subjective approach to
wine enjoyment with a more objective viewpoint on wine quality. It
allows for the idea that quality is ‘out there’ and is verifiable
independently of what drinkers like to consume. It also allows both
a subjective and an objective perspective to be maintained
contemporaneously despite their initial apparent contradiction.