Wine Marketing

Wine is a heterogeneous, information-rich offering, with a plethora of brands in the market. Knowledge of wines amidst such diversity understandably varies. In addition, some offer opinions on wine while others seek them. Yet, the interplay between opinion leadership and opinion seeking, on the one hand, and wine knowledge, both objective and subjective, has received little attention by wine marketing researchers. Thus, this paper explores the relationships between opinion leadership and opinion seeking among wine consumers, and investigates whether objective and subjective knowledge varies between opinion leaders and seekers. An online survey was used to collect data on the four constructs and correlation analysis was undertaken to investigate the relationships between them. Key findings indicate that those who tend to seek opinions about wine tend not to have high objective knowledge of wine, as may be expected. On the other hand, opinion leaders think that they know about wine, and generally are objectively knowledgeable. Thus, their influence on others is not only based on communication, but on fact, representing a valuable source of influence for wine marketers. Understanding target consumers’ wine knowledge levels can potentially impact every aspect of wine marketing strategy.

How can a small winery possibly compete with the marketing war chests of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. Scores have succeeded at it. And by being educated so can the owner of even the smallest winery. This completely revised and updated edition of the bestselling book by three of the industry's most connected insiders puts new, practical and powerful strategies into the hands of veteran brand managers and marketing professionals, and the vast bank of wine marketing knowledge within reach of the nascent winery owner. The new edition has 100 pages of new and expanded material, including the topics: importing and exporting, logistical management, marketing tasting rooms as 'destinations', newest legal developments, and marketing in a down economy. Three new chapters detail how to generate greater retail sales, take advantage of the wine tourism boom, and grab the benefits of Wine 2.0, social networking and viral marketing.

Purpose The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes. Design/methodology/approach A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature. Findings Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation. Originality/value This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.

The wine industry recognizes the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach (adult) consumers. This paper intends to trace a brief analysis about Digital Wine Marketing and Social Media Marketing contribution for the Wine Industry to increase brand awareness and sales and develop a short guidance to digital marketing as well. When consumers search for wine and wineries on internet they are bombarded with an massive volume of brand messages, meaning that delivering creative, polished content is key if a brand wants to capture people's attention. So, make a good wine is a important part of the work, but after this is necessary to give it the presentation it deserves, communicating accurately to consumers and have in mind that digital marketing activities are in a state of evolutionary development, where new trends are likely to occur rapidly and wineries have to adapt.

Il confronto con un consumo sempre piu attento ed esigente da una parte e con una concorrenza sempre piu internazionale e aggressiva dall’altra spingono gli operatori del comparto vitivinicolo, soprattutto negli ultimi anni, a fronteggiare situazioni di mercato difficili e anomale. Essendo il vino un bene agroalimentare dotato di un’indubbia potenzialita evocativa, si ritiene fondamentale rivalutare in tal senso lo studio del comportamento del consumatore enoico, al fine di educarlo a una piena consapevolezza del prodotto vino. Questo lavoro, in qualita di conceptual paper, si concentra in particolare sulla prospettiva del consumatore quale degustatore, individuando nell’informazione, nella comunicazione e nella conoscenza del vino un percorso culturale e commerciale per la generazione di un duraturo valore economico per l’operatore vitivinicolo, soprattutto nel sistema di offerta Made in Italy, facendo allo stesso tempo un sapiente uso del fondamentale contributo del country-of-origin. Tale concezione, peraltro, permette di proporre anche un’innovativa combinazione del wine marketing mix, che potra coerentemente articolarsi in informazione (prodotto), valutazione (prezzo), esperienza (distribuzione) ed educazione (comunicazione).

Marketing for wines is a determinant tool for several stakeholders within the wine sector, but there are not many studies concerning the topic “wine marketing” and even fewer that take a bibliometric approach. In turn, wine is a strategic agri-food product for the economy of several countries around the world, particularly in Mediterranean countries. Beyond the economic level, wine has an environmental, social, and cultural dimension. All these dimensions have implications in any plan for the wine sector and should be taken into account. In addition, these dimensions change around the world in accordance with different local factors. In this way, sometimes, it is not easy to design adjusted marketing plans for the wine sector, namely, in international markets. Taking the frameworks into account, the main objective of this study is to explore the scientific documents available on scientific platforms, namely, in the Web of Science, related to “wine marketing”. These studies (87 documents) were first explored through bibliometric software, such as the VOSviewer and the Atlas.ti, and then analyzed individually to capture the main insights shown by the scientific literature about wine marketing. To better organize the literature survey, with the information obtained from the bibliometric analysis, the following indexes were identified through factor analysis: “supply index”, “demand index”, “winery strategy index”, “tourism index”, “innovation index”, and “wine characteristics index”. The supply index highlights questions related to new technologies, climate change, logistics in international markets, institutions and regulations, being the main factors that influence wine producers. The demand index stresses the relevance, for consumers, of the relationship between the price and quality of a wine. On the other hand, younger consumers, in general, consume wine outdoors while socializing, giving importance to the label, often when the wine is recommended by someone. Older consumers give greater importance to the wine’s variety and to its region of origin. The winery strategy index shows the importance of questions relating to agri-chains, market differentiation, the history, and the brand. The tourism index brings together aspects associated with the complementarity between activities in the wine sector, wine routes, and contributions from culture and landscape. The innovation index highlights aspects related to the quality and the perceptions of the consumers. Finally, the wine characteristics index shows the little importance given by scientific literature relating to wine marketing and to attributes such as alcohol. A search on the Web of Science for the topic addressed here and “bibliometric” showed that there has been no research carried out with the approach taken here, showing the novelty of this study.

Various studies have shown that the wine consumption decline in young generation could be influenced by the perception of wine as intimidating and difficult to understand, and by the lack of adaptability of the product’s communication strategy and packaging design to their lifestyle. Information available on the packaging is often complex and confusing for novice wine consumers and sometimes even irrelevant in regards to the intrinsic characteristics of the product. Furthermore, wine is seen by young adult consumers as old fashion, formal and mostly not associated with their relaxed attitude and “on the move” lifestyle. The objective of this paper is to analyse the usability key principles and heuristic and their applicability in wine marketing as a mean to improve the perception and increase understanding of wine for the young and/or novice consumers. The paper aims to review the existing knowledge and findings about the concept of usability (with special emphasis on Usability Engineering and Human Computer Interaction (HCI)), in order to explore the aspects applicable in wine marketing. The usability concept proves useful in wine marketing to simplify the decision process, to make the meeting with the product less intimidating and more engaging, and to decrease the risk perception for the inexperienced wine consumers.

The Texas wine industry is a growing industry that impacts the states economy, offers gains in tourism and provides Texas jobs. This study shows the gains recognized from Texas Wineries during their participation (2004 fiscal year) in the Texas Wine Marketing Assistance Program (TWMAP) with comparisons made to the initial assessment for 2002 fiscal year. A questionnaire was created to assess the benefits to the wineries of the state of Texas which participated in the TWMAP program. When compared to the initial assessment (2002), participating wineries experienced an increase in all categories, for example, average sales, number of wineries participating in the program and visits to the wineries. A greater number of wineries participated in the programs, and a higher percentage believed that the TWMAP was beneficial to their business. Thirty percent more wineries reported sales increases, (67% in 2003, 97% in 2004) with average sales increase from $88,983 in 2003 to $109,387 in 2004 creating a total economic impact increase from $4.1 million to $10.1 million. The ROI increased from 930% to 1,400%. The participants in the TWMAP attribute 35.4% of their sales increases directly to the TWMAP, amounting to $3.57 million in economic benefit for the state, with programming costs of $250,000. The TWMAP returned over $14 for each $1 of state funds invested, or 1,400% return on state funding. This was an increase in the already impressive 930% increase in returns reported in 2002. In light of these trends in this program, it is clear that the TWMAP is establishing a pattern of success and the existence of a marketing campaign has had a successful economic impact on the growth of the Texas wine industry. INTRODUCTION he Texas wine industry is the country’s fifth-leading wine-producing state, and the number of wineries continues to grow. In the past two decades Texas wine production has surged, from 24,000 gallons in 1981 to a high of 1.26 million gallons in 1997. The Texas Wine marketing Assistance Program (TWMAP) was established in 2001 to support this growing industry by promoting Texas wines, and by educating the public about the Texas wine industry. This industry contributes over $170 million in Total Economic Impact, and over $3.5 million in direct excise and state tax revenues. The TWMAP offers public education programs about the wines produced in the state, the promotion of Texas wines and wineries, and the use of research to establish a wine industry marketing plan to increase the consumption of, and access to, Texas wines. g

Marketing has proven to be very useful instrument in the wine industry, in fostering comprehensive, cohesive and effective strategies which wineries require to effectively compete in today’s almost saturated wine market. But within wine marketing, the promotion strategy, from our point of view, is the most important component of the winery that can ensure the success in the market or can shorten the life cycle of the product. This being said, the aim of the paper is twofold. Firstly, to determine and analyze the steps that are required to create a promotion strategy in the wine industry, by comparing different approaches. Secondly, to identify the instruments of the promotional mix that helps a winery to implement its promotional strategy. Bearing that in mind, the paper starts with some theoretical aspects regarding the promotion strategy and ends by providing a brief overview of the main findings.

PurposeThis paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.Design/methodology/approachThis paper is based on a systematic review of literature conducted on peer-reviewed journals.FindingsResults highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.Originality/valueThe paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.