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World competitiveness for market share has increased in the wine industry as consumer tastes for wines have changed and as the numbers of wine producing countries have increased.The process of responding to consumer preference by delivering wines to specification can lead to an increase in market share if conducted efficiently, yet providing consumers with wines that they prefer is a complex puzzle that requires close interaction between chemists, sensory scientists, winemakers, vineyard managers, and consumers.It is important to understand that consumers are not consistent in their preferences, and therefore, the development of preference maps and how they relate to wine consumption habits, can provide valuable information for marketers and producers.Translating consumer preferences to sensory properties and subsequent compositional information is critical to understanding at the production level how to manage wine composition.