Your choice of a cheap Zinfandel Rosé over an expensive Argentinian Malbec might reveal more about your personality than your palate, according to a new study.
Researchers have found that traits such as extraversion, openness and neuroticism can indicate what type of plonk you prefer.
The team, from Beijing Normal – Hong Kong Baptist University, analysed nearly 10,000 wine reviews from a major online wine retailer.
They used AI to determine personality traits based on the reviews, and compared it to the strength of wine people were buying.
Analysis revealed that people who score high in agreeableness and openness tend to go for wines with a higher alcohol content.
These are usually perceived as being of higher quality and have a richer body and taste – for example a Cabernet Sauvignon, Malbec, Port or Sherry.
Meanwhile, those who scored higher for extraversion and neuroticism tended to buy wines with lower alcohol content – for example Sauvignon Blanc, Pinot Noir or Prosecco.
‘The findings indicate that personality traits significantly shape consumer evaluations of wine,’ the researchers wrote in the Journal of Personality.
People who score high in agreeableness and openness tend to go for wines with a higher alcohol content, such as a Cabernet Sauvignon or Malbec, the researchers said (file image)
The team said people who scored high for openness – meaning they are open to new ideas and experiences – might like wines with higher alcohol content because they often have a richer taste.
This creates a more layered sensory experience, which leans into their desire for novel sensations, they suggest.
Individuals who scored high in agreeableness – who tend to be kind, sympathetic and cooperative – also preferred wines with more alcohol in them.
This could be because these wines are often seen as being of higher quality, meaning these people may gain more approval in social settings.
However, the results for extraversion were unexpected, the researchers said.
While it would make sense that an extroverted person, who enjoys being sociable and enthusiastic, might like a stronger drink, the data showed they lean towards lower–alcohol options.
This could be to prevent them from getting too drunk, the scientists suggest, meaning they can continue social interactions for longer.
Finally neuroticism, defined by sensitivity to stress and emotional instability, was also linked with lower–strength wines.
Meanwhile, those who scored higher for extroversion and neuroticism tended to buy wines with lower alcohol content – for example Sauvignon Blanc (file image)
According to a previous study, the healthiest types of wine are dry German Riesling, Pinot Noir and Malbec, for their low sugar plus their high resveratrol levels, which has been linked to the prevention of damage to blood vessels, reduction in ‘bad’ cholesterol and a lower risk of blood clots. The unhealthiest types of wine are Moscato, sweet Riesling and port due to their high sugar content
This may be because individuals who score high for this trait may be trying to avoid the physiological risks linked with getting drunk.
Overall, the scientists found no significant link between conscientiousness – characterised by responsibility, organisation and diligence – and alcohol preference.
This could be because competing motivations likely cancel each other out, as these individuals tend to be health–conscious which could sway them towards a lower–alcohol option, but are also goal–driven, meaning they may pick high–alcohol wines for their perceived sophistication.
The study, titled ‘From Personality to Pour’, reads: ‘The results reveal that openness and agreeableness are positively associated with higher wine alcohol content preferences, while extraversion and neuroticism show negative associations.’
The team said their findings could be used for developing personal wine recommendations based on consumer personality traits.
‘From a practical perspective, our results are relevant to online wine retailers, marketers, and digital platforms seeking to implement psychographic segmentation and improve recommendation algorithms,’ they wrote.
Product suggestions based on personality could also reduce decision fatigue, they added.
