What is the problem with sauvignon blanc?: An investigation of expert dislike of an aesthetic product

There is substantial anecdotal evidence that, whilst popular in current international consumer markets, the grape variety sauvignon blanc is viewed ambivalently by some wine industry professionals. This study examines evidence for that anecdotal perspective. It reports first the findings from a qualitative research project that provided some support for the proposition that wine industry attitudes to the grape variety are ambivalent. Further qualitative research, involving semi‐structured interviews, was then carried out to examine precisely why that ambivalence exists, and to explore in depth the perspectives of Australian wine industry professionals towards sauvignon blanc. The findings suggested both physiological and social reasons for this dislike. The study has relevance in two areas. The first is in the development of a theoretical understanding of how those who are responsible for the production of aesthetic products may approach working with material that they may dislike, or have little regard for. The second is more practical, and informs how those marketing sauvignon blanc should view the product.