Smoky wine can be desirable thing

Not all wildfire-affected wines are doomed, according to new research from Oregon State University. While smoke-taint is typically seen as a flaw, some consumers actually enjoy the smoky character, suggesting that winemakers could rethink how they approach fire-affected vintages.

The study, published in Food Research International, explored how drinkers perceive smoke-impacted wines. Traditionally, these wines are rejected due to their ashy or medicinal flavours. However, researchers argue that smokiness isn’t always negative—many people enjoy smoky foods, whiskies, and spirits like mezcal.

Testing a smoke-affected Pinot Noir, scientists found that a subset of consumers, particularly in New Zealand, rated it favourably, especially when it was marketed as having a “smoky” profile. This suggests that effective branding and consumer education could help winemakers salvage more wine rather than discarding entire vintages after wildfires.

With climate change increasing the frequency of wildfires, the study raises important questions for the industry. If certain drinkers appreciate smoky notes, winemakers might embrace new marketing strategies rather than viewing fire exposure as an automatic loss.
Researchers believe further studies are needed to understand how different wine styles and smoke levels affect consumer perception. But for now, the idea that smoky wines could have a niche market is gaining traction. If winemakers can tap into this, they may find opportunity in what was once considered a major challenge.