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Restaurateurs' Attitude Toward Local Wines and Its Influence on Local Wine Purchases

Restaurateurs' Attitude Toward Local Wines and Its Influence on Local Wine Purchases Restaurants represent a significant sales potential tor the wine industry and wineries attempt to develop this market in various ways. The two industries can effectively complement each other through combining their efforts. Wine producers can benefit from direct selling to restaurants because the process of direct selling can help wineries, especially newly developing local wineries, promote their wines and establish brand recognition. This research explores restaurateurs' attitudes toward local wines based on the investigation of the wine product attributes and types of restaurants that offer better opportunities for local wines. Findings indicated that attitudes of restaurateurs have a significant impact on purchases of local wine. Independently owned restaurants were also found to provide better opportunities for local wineries. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Restaurateurs' Attitude Toward Local Wines and Its Influence on Local Wine Purchases

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References (9)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008792
Publisher site
See Article on Publisher Site

Abstract

Restaurants represent a significant sales potential tor the wine industry and wineries attempt to develop this market in various ways. The two industries can effectively complement each other through combining their efforts. Wine producers can benefit from direct selling to restaurants because the process of direct selling can help wineries, especially newly developing local wineries, promote their wines and establish brand recognition. This research explores restaurateurs' attitudes toward local wines based on the investigation of the wine product attributes and types of restaurants that offer better opportunities for local wines. Findings indicated that attitudes of restaurateurs have a significant impact on purchases of local wine. Independently owned restaurants were also found to provide better opportunities for local wineries.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Mar 1, 2005

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