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Forecasting in the Wine Industry An Exploratory Study

Forecasting in the Wine Industry An Exploratory Study The wine industry is typical of many other horticultural industries in that it faces tremendous uncertainty, due to long lag phases between the initial planting, harvesting, bottling and sales, and seasonal variation between years. As a consequence, marketers face constant challenges when matching supply with demand. While much literature exists on forecasting, forecasting within the wine industry has not yet been documented. An exploratory study of 11 New Zealand wineries, using indepth semistructured personal interviews, was carried out to develop an understanding of the forecasting and planning processes followed by the wineries. Results were varied, at times confirming existing literature on forecasting and at times contradicting it. The results of this study suggest that wineries use more sophisticated short and long term forecasting methods. In addition, viticulturists become more involved in the forecasting process. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Forecasting in the Wine Industry An Exploratory Study

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References (19)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008674
Publisher site
See Article on Publisher Site

Abstract

The wine industry is typical of many other horticultural industries in that it faces tremendous uncertainty, due to long lag phases between the initial planting, harvesting, bottling and sales, and seasonal variation between years. As a consequence, marketers face constant challenges when matching supply with demand. While much literature exists on forecasting, forecasting within the wine industry has not yet been documented. An exploratory study of 11 New Zealand wineries, using indepth semistructured personal interviews, was carried out to develop an understanding of the forecasting and planning processes followed by the wineries. Results were varied, at times confirming existing literature on forecasting and at times contradicting it. The results of this study suggest that wineries use more sophisticated short and long term forecasting methods. In addition, viticulturists become more involved in the forecasting process.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Jan 1, 1998

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