Core tensions in luxury wine marketing: the case of Burgundian wineries

Core tensions in luxury wine marketing: the case of Burgundian wineries PurposeThe 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/approachA 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.FindingsResults 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/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

Core tensions in luxury wine marketing: the case of Burgundian wineries

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1751-1062
DOI
10.1108/IJWBR-04-2017-0025
Publisher site
See Article on Publisher Site

Abstract

PurposeThe 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/approachA 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.FindingsResults 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/valueThis 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.

Journal

International Journal of Wine Business ResearchEmerald Publishing

Published: Aug 20, 2018

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