Hedonic valence of descriptive sensory terms as an indirect measure of liking: A preliminary study with red wines

•A dictionary of hedonic valence of sensory attributes (HVA) of wines was established.•HVA gives a general overview of sensory expectations for a product.•Using HVA and descriptive data, hedonic valence of descriptions (HVD) were computed.•HVD is correlated with declared liking but is slightly less discriminant.•HVD can be an effective indirect measure of the sensory component of liking.