International Journal of Wine Business Research

Jeffery, Tayla; Hirche, Martin; Faulkner, Margaret; Page, Bill; Trinh, Giang; Bruwer, Johan; Lockshin, Larry

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-11-2023-0067

The purpose of this study is to examine branding consistency for wine labels. The front label on wine bottles is important for identifying the brand and aiding purchase. Many brands are part of brand families, with the sub-brands linked to the overall brand family. This research provides an overview of how the front label varies across product portfolios of wine brands, noting the importance placed on branding elements and the level of consistency in their use across the brand portfolio.Design/methodology/approachThe authors propose and test a new method to measure branding consistency on labels from the same brand family. Two coding frameworks were created. The first recorded the incidence of brand elements and wine attributes. The second coded wine labels within a company’s portfolio based on the consistency of various brand elements. A total of 3,000 branding elements and wine attributes from 300 wine labels were examined across 60 wine brands from a list of Australian wineries.FindingsGrape variety, brand name and region are used across >90% of wine labels. Branding is presented more prominently than wine attributes. Sub-brand, region, price and variety did not influence branding consistency. Logo presence, logo image on label and colour elements contribute to the greatest variation in branding consistency across a product portfolio.Originality/valueThis study proposes and tests a novel method to measure branding consistency on wine labels and explores the extent to which consistent branding is used across product portfolios. Descriptive research is the first step to theory building. This study provides industry norms for attribute use and a measure of branding consistency for product portfolios giving valuable descriptive knowledge.

García Rodea, Luis Felipe; Thomé-Ortiz, Humberto; Espinoza-Ortega, Angélica; Bittencourt César, Pedro de Alcântara; Sánchez-Vega, Laura P.

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-10-2023-0059

The purpose of this paper is to identify the motives and types of wine consumers that visit Queretaro’s wine region and their relationship with wine tourism.Design/methodology/approachA survey was carried out on 384 wine tourists in the area. The data obtained from the questionnaires were analyzed using factorial and hierarchical cluster analysis, and differences between groups were identified using non-parametric tests. Additionally, semi-structured interviews were conducted with wine tourism service providers, some of whose comments and data contributed to the overall analysis of the information.FindingsThree factors have been identified as motivating wine tourists to visit vineyards and consume wine: vineyard experience, knowledge and exploration and marketing influence or suggestions. Three groups of wine consumers were also identified, namely, knowledgeable consumers, interested consumers and novice consumers, which were differentiated by the motivations for each type of wine tourism experience they seek, as well as other activities that complement the visit experience. It concludes that as wine consumption in Queretaro and wine tourism in the region increases, so does knowledge of the drink, and this represents an opportunity for Mexico's wine-producing regions.Practical implicationsTo expand research in the Querétaro wine region and contribute to the knowledge of wine tourism in Mexico.Originality/valueThe paper makes a unique contribution by focusing on the Mexican wine market, which is still in its infancy. It provides new perspectives and insights in this area of research.

Cei, Leonardo; Rossetto, Luca

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-07-2023-0038

The article aims to study the demand for sparkling wines in Europe. The main objective is to estimate the classic demand parameters aggregately for the entire European area (European Union and the United Kingdom) and separately for groups of countries characterized by wine markets with similar characteristics.Design/methodology/approachUsing 15-years market data for different wine categories from the Euromonitor Passport database, the estimation of price and income elasticities is performed through a Quadratic Almost Ideal Demand System. In line with the objectives, the model is applied first to the whole European area and then separately to the considered groups of countries (subareas). To identify homogeneous subareas, a cluster analysis was performed on basic characteristics of the wine market.FindingsWhen considering the European market as a whole, sparkling wines should be considered a luxury category with a high own-price elasticity. However, the structure of their demand is rather different in different sub-areas. The observed heterogeneity suggests that differentiated policy and marketing considerations should be made. In addition, it widens the possibilities for producers, who can choose the submarkets that respond best to their needs to export their sparkling wines. This seems particularly important in markets, like the sparkling wine ones, that are experiencing a continuous expansion over the last decades.Originality/valueDespite using a methodology well-established to study wine and alcohol demand, the study fills a considerable gap in the literature. Although the demand for sparkling wine is growing worldwide, so far only a couple of studies have engaged in the analysis of its structure. In Europe, the largest market for sparkling wine, this kind of studies is completely lacking.

Öztürk, Betül; İşevcan Ertamay, Selin

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-04-2023-0019

The aim of this study is to investigate, in the Turkish market, the elements on the front and back labels of wine bottles depicting the characteristics of the wines and their impact on the purchasing decisions of wine consumers in Turkey.Design/methodology/approachThe questionnaire consisted of 24 items that used a five-point Likert scale. Data were collected through a self-administered online survey completed by 340 participants. Following exploratory factor analysis with principal component analysis and varimax rotation, the number of factors was reduced to six: front and back-label consumer experiences, front label design elements, intrinsic cue information, back-label contents, storage/flavor profile and health warnings. The final section of the questionnaire presented five digitally designed front and back labels and asked participants to indicate their preferences.FindingsThe results indicated that reading/checking the front and back labels on wine bottles was more important than all other factors. Turkish consumers generally prefer traditional front label designs, while female consumers are more open to contemporary designs compared to male consumers. Back-label designs with more information are generally more acceptable, although female consumers with good wine knowledge may not consider food pairing, storage, or service information.Research limitations/implicationsThis research was designed only based on the elements of the front and back labels. The research should expand to include packaging characteristics such as bottle shape, bottle closure, price, and situational use.Practical implicationsThe findings of this study offer valuable insights for Turkish wine producers aiming to enhance their marketing strategies by customizing their wine label designs to better align with the market.Originality/valueThis study is the preliminary study to investigate Turkish consumers purchasing decisions based on the front- and back-label characteristics by using both verbal and visual elements.

Deng, Demi Shenrui; Seo, Soobin; Harrington, Robert James; Martin, David

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-04-2024-0019

The purpose of this study is to examine the role of social presence in enhancing positive behaviors in the virtual reality (VR)-based wine tourism context through an innovative approach.Design/methodology/approachTwo sequential experimental studies were conducted to test proposed hypotheses using Web and head-mounted display (HMD) VR formats. Specifically, Study 1 probed the influence of social presence on mental imagery, which subsequently impacted destination visit intention, drinking intent and memorable experience. Study 2 used a field experiment to explore the boundary effects of environmental cues (nature versus social) on social presence and a series of behavioral intentions using an HMD format.FindingsThe findings represent one of the first efforts to unravel the influence of social presence on positive behaviors through mental imagery and the moderating role of environmental cues.Research limitations/implicationsThis research enhances the understanding of wine tourism, drawing upon social presence theory and stimulus-organism-response framework.Practical implicationsThe outcomes provide valuable insights for wine tourism marketers in developing innovative marketing strategies by addressing the usage of social presence and environmental cues in a VR setting.Originality/valueTo the best of the authors’ knowledge, this study is the first to enrich the existing knowledge of wine tourism by exploring the role of social presence and environmental cues in both Web and HMD VR formats.

Lekics, Valéria; Fertő, Imre

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-02-2024-0006

A growing body of literature analyzes eco-innovation in the wine industry, specifically focusing on the internal and external factors that contribute to sustainable innovation in wineries. The purpose of this study is to classify wineries according to their eco-innovation strategy and investigate variations in innovation groups concerning networking and socio-demographic characteristics.Design/methodology/approachThe authors use an original firm-level survey conducted between June 2022 and January 2023 to study eco-innovation practices of 234 Hungarian winemakers using four groups of indicators: marketing, organizational, process and product innovations. The authors apply principal component analysis and cluster analysis to identify eco-innovation dimensions and group wineries. The authors also investigate the relationship between eco-innovation strategies, determinants and firm-specific characteristics.FindingsThe estimations identify two innovation modes: with Cluster 1 (characterized by innovative wineries) surpassing Cluster 2 (comprising less innovative wineries) in all aspects. Marketing and process innovations were more widespread than product and organizational innovations. The results confirm the importance of firm and manager characteristics, corporate organization and size, age and education of management influence innovation activity.Research limitations/implicationsThe cross-sectional nature of the survey provides a snapshot of the wine industry. To identify changing trends, it is beneficial to conduct follow-up research and ongoing monitoring for a more comprehensive understanding of the dynamics of eco-innovation over time. The study offers valuable information about the Hungarian wine sector, but generalization of results to other geographic areas or wine-producing regions should be careful. The unique characteristics of particular regions might have a different effect on the dynamics of eco-innovation. Comparative studies across different wine regions or countries may reveal regional variations in eco-innovation strategies and the impact of local contexts.Practical implicationsThe study highlights the priority of human elements, such as the commitment of owners and managers to sustainability in driving force for innovation. The ability of businesses to absorb new knowledge and the exchange of information within organizations is crucial in promoting innovation. Considering the results of the survey, managers should proactively strive to improve knowledge transfer and information sharing within their organizations and establish cooperative alliances with universities, research institutes, suppliers, industry bodies and associations and global consultancy firms. Such knowledge-based cooperation can counterweight the innovative inertia of the micro and small enterprises representing the Hungarian wine sector.Social implicationsTo address the issue of “innovative inertia” faced by micro and small businesses in the wine sector, policymakers may implement focused supports, such as educational initiatives and grants, to augment their understanding and promote sustainable innovation. They should initiate intra- and inter-cluster connections and cooperations. Incentives, such as tax reduction or financial support, may stimulate wineries to introduce eco-innovation practices. Policymakers could also streamline the process of obtaining funding or grants for wineries interested in investing in cutting-edge solutions, such as renewable energy or advanced cultivation technologies to accelerate the adoption of sustainable practices.Originality/valueThis study contributes to the eco-innovation literature by providing insights into the drivers and practices of wineries in Hungary. The results emphasize the significance of networking, sharing of knowledge and firm/manager-specific characteristics in influencing eco-innovation in the wine industry.

Purcini, Gabriela; Medeiros Barretta, Leonardo; Ferreira, Luciana; Lourenção, Marina

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-02-2024-0007

This study aims to compare the influence of origin types (country-of-origin – COO versus geographic indication – GI) and wine worlds (new versus old wine country – represented by Brazil and Italia, respectively) on the attitude of low-involvement Generation Z potential consumers from Brazil toward wine ads.Design/methodology/approachThe authors conducted a two (COO vs GI) by two (New vs Old World) within-subject experimental design with 98 Brazilians from Generation Z. Latin square was used to systematically counterbalances the sequence in which participants were exposed to ads.FindingsThe results reveal that potential consumers’ attitudes are more positive when a COO is used in wine advertisements than when a GI is used. Besides, the consumers’ conative response is more positive when an Old World country (Italy) is used in wine ads than when New World country (Brazil) is used.Research limitations/implicationsThis study expands existing literature by showing that, in wine ads, COO information elicits more positive responses than GI. It also suggests a preference among potential consumers for Old over New World wines in purchase, recommendation and consumption decisions.Practical implicationsThe wine advertisements for the market segment investigated should highlight the COO instead of geographical indication (GI). Besides, the authors point out the importance of promoting the concept of GI among low-involvement Generation Z potential consumers.Originality/valueTo the best of the authors’ knowledge, this is the first study to assess potential consumers’ attitudes toward wine ads, comparing COO and GI and determining which geographical cue elicits more positive consumer attitudes: origin types (COO vs GI) or wine worlds (Old vs New).

Kladou, Stella; Usakli, Ahmet; Lee, Kyuho

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-11-2023-0078

The purpose of this study is to examine the role of wine involvement in moderating the effect of winery service quality on loyalty toward small family wineries.Design/methodology/approachThis study used a structured questionnaire. The survey was distributed to wine tourists who visited small family wineries located in Crete, Greece and a total of 216 usable questionnaires were collected for the study. To analyze the data, the study used partial least squares structural equation modeling.FindingsThe results reveal that wine involvement moderates the effects of winery service quality on wine tourists’ loyalty. Specifically, staff behavior affects the loyalty toward wine tourists with low involvement more significantly compared to the wine tourists with high wine involvement. On the other hand, the quality of wine tastings affects the loyalty of wine tourists with high wine involvement more significantly in contrast with the wine tourists with low wine involvement.Practical implicationsFindings suggest that winery operators need to take into consideration wine involvement among wine tourists when they develop a winery service strategy. Operators of small family wineries can provide more customized, diverse and quality wine tastings to wine tourists with high wine involvement while prioritizing winery staff’s behavior and hospitality to those wine tourists with low wine involvement.Originality/valueThis study contributes to extant wine tourism literature by adding the effects of wine involvement on wine tourists’ loyalty toward the winery, and particularly focusing on small, family wineries.

Depetris Chauvin, Nicolas; Pinède, Antoine; Priilaid, David

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-04-2024-0016

This paper aims to examine the convergence and divergence of business and production practices in the global wine industry, particularly focusing on Pinot Noir producers in Burgundy, New Zealand and South Africa (SA). This study explores the interplay between firm-specific factors and regional contexts to identify competitive advantage drivers among Pinot Noir producers.Design/methodology/approachThis research uses a comparative analysis approach, using data from a comprehensive winery level survey. This study applies methodologies akin to value chain analysis to unravel the configuration of productive and technology/knowledge creation activities within wineries across three regions.FindingsThis analysis reveals both convergence and divergence in business and production practices among Pinot Noir producers in Burgundy, New Zealand and South Africa. Although there is a degree of convergence in marketing, distribution and competition strategies, differences exist in production practices and firms’ capabilities. Burgundy emphasizes tradition and terroir expression, contrasting with the modernization and innovation focus observed in New Zealand and South Africa. However, all regions share a commitment to quality as a competitive advantage.Research limitations/implicationsThis study acknowledges limitations such as the focus on a specific grape variety and regions, the absence of performance impact analysis and the need for additional variables like environmental, institutional and cultural factors and consumer preferences to provide a comprehensive understanding of industry dynamics.Practical implicationsThe insights from this study offer practical implications for winemakers, industry stakeholders and policymakers. Producers can optimize production and marketing strategies based on regional contexts and market segments, whereas stakeholders can identify emerging trends and opportunities in the global wine market. Policymakers can develop targeted policies supporting innovation, sustainability and competitiveness.Originality/valueThis paper provides a unique contribution by conducting a comparative firm-level analysis across distinct wine-producing regions, shedding light on the nuanced interplay of factors shaping competitive advantage among Pinot Noir producers. This study’s comprehensive data set and methodological approach enhance understanding and offer valuable insights for industry stakeholders and policymakers.

Tranzola Santos, Leandro José; de Araújo Costa, Igor Pinheiro; Moreira, Miguel Ângelo Lellis; dos Santos, Marcos

2024 International Journal of Wine Business Research

doi: 10.1108/ijwbr-01-2024-0003

This paper aims to mitigate the subjective nature of wine rating by introducing statistical and optimization tools for analysis, providing a unique approach not found in existing literature.Design/methodology/approachThe research uses an unsupervised machine learning algorithm, k-means, to cluster wines based on their chemical characteristics, followed by the application of the PROMETHEE II multicriteria decision-making model to rank the wines based on their sensorial characteristics and selling price. Lastly, a linear programming model is used to optimize the selection of wines under different scenarios and constraints.FindingsThe study presents a method to rank wines based on both chemical and sensorial characteristics, providing a more comprehensive assessment than traditional subjective ratings. Clustering wines based on their characteristics and ranking them according to sensorial characteristics provides the user/consumer with meaningful information to be used in an optimization model for wine selection.Practical implicationsThe proposed framework has practical implications for wine enthusiasts, makers, tasters and retailers, offering a systematic approach to ranking and selecting/recommending wines based on both objective and subjective criteria. This approach can influence pricing, consumption and marketing strategies within the wine industry, leading to more informed and precise decision-making.Originality/valueThe research introduces a novel framework that combines machine learning, decision-making models and linear programming for wine ranking and selection, addressing the limitations of subjective ratings and providing a more objective approach.