The effect of the wine critic's 100 points in the digital age: the case of Spain

In any product whose evaluation involves taste factors, subjectivity is a determining factor. For this reason, a rating or evaluation system is sometimes proposed to help potential consumers navigate different decision-making alternatives. In recent decades, the wine sector has been characterized by the use of ratings issued by specialized critics. This access channel serves as a means of knowledge for potential customers who have not physically seen the product and who, upon seeing the ratings received by these critics, see them as an influential factor in their final decision-making. Making a decision based on the numerical rating given by a wine reviewer after tasting a wine, where the wine is awarded the maximum score (100 points), can have a positive influence on the consumer's decision. However, not all critics, and consequently their ratings, have the same relevance to the final buyer. This work designed a methodology and proposed a formulation that objectively assesses the real influence of a wine's highest rating by a critic, based on its increased online visibility, search volume, and references in digital media. Several indicators were designed to compare the influence of different critics' scores over a time horizon of one to four weeks after a wine received its highest rating. The study examined whether the highest rating awarded by a specialized wine reviewer has the same impact in all cases or whether it depends on the critic. It also determined the duration of its influence over time.