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Using family heritage to market wines

Using family heritage to market wines Purpose The aim of this exploratory study is to investigate the benefits of New World wineries using family heritage as a legitimate marketing technique. Old World regions have been leveraging off the often long association the wineries family has in wine making to assist in generating wine sales. This marketing initiative is now being applied to New World wineries with increasing success.Designmethodologyapproach This exploratory study investigated three wineries including their web sites, print media and consumer responses. The case studies had to include wineries that were family owned and actively promoted and marketed their winery as having a strong family heritage link in Victoria, Australia.Findings The results of this investigation suggest that family heritage is a legitimate marketing technique for New World wineries to assist in wine sales. If a family link can be established, there is no reason why New World wineries cannot promote family heritage, even if the winery is relatively new or a family has not worked in the industry for an extended period of time.Originalityvalue This paper attempts to acknowledge that family heritage is important in creating a story for the winery to assist in wine sales generation. By examining New World wineries regarding family heritage usage, this paper suggests that it is a legitimate marketing technique that other authors have never explored. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

Using family heritage to market wines

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References (64)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1751-1062
DOI
10.1108/IJWBR-2012-0009
Publisher site
See Article on Publisher Site

Abstract

Purpose The aim of this exploratory study is to investigate the benefits of New World wineries using family heritage as a legitimate marketing technique. Old World regions have been leveraging off the often long association the wineries family has in wine making to assist in generating wine sales. This marketing initiative is now being applied to New World wineries with increasing success.Designmethodologyapproach This exploratory study investigated three wineries including their web sites, print media and consumer responses. The case studies had to include wineries that were family owned and actively promoted and marketed their winery as having a strong family heritage link in Victoria, Australia.Findings The results of this investigation suggest that family heritage is a legitimate marketing technique for New World wineries to assist in wine sales. If a family link can be established, there is no reason why New World wineries cannot promote family heritage, even if the winery is relatively new or a family has not worked in the industry for an extended period of time.Originalityvalue This paper attempts to acknowledge that family heritage is important in creating a story for the winery to assist in wine sales generation. By examining New World wineries regarding family heritage usage, this paper suggests that it is a legitimate marketing technique that other authors have never explored.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: May 31, 2013

Keywords: Family; Heritage; Marketing; Promotion; Wine; Victoria; Vineyards; Wineries; Australia

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