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Smoke taint in grapes and wine is complicated. If a vineyard is exposed to smoke, there are a whole range of factors that determine whether or not the wine eventually made from those grapes will be smoke-affected and to what degree. While many of those factors are now quite well understood (Coulter, 2022; Parker et al., 2023), questions still remain about what consumers think. Do they notice smoke characters in wine? Do they like or dislike them? How strong do smoke characters need to be to cause a reaction in consumers? And are all consumers the same when it comes to smoky wines? Three recent consumer sensory studies at the AWRI aimed to learn more about the answers to these questions. This article presents a summary of the results and conclusions of this work. Full details were recently published by Bilogrevic et al. (2023) as an open access article in the peer-reviewed journal, OENO One (https://doi.org/10.20870/oeno-one.2023.57.2.7261).