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What is the problem with sauvignon blanc? An investigation of expert dislike of an aesthetic product

What is the problem with sauvignon blanc? An investigation of expert dislike of an aesthetic product There is substantial anecdotal evidence that, whilst popular in current international consumer markets, the grape variety sauvignon blanc is viewed ambivalently by some wine industry professionals. This study examines evidence for that anecdotal perspective. It reports first the findings from a qualitative research project that provided some support for the proposition that wine industry attitudes to the grape variety are ambivalent. Further qualitative research, involving semi‐structured interviews, was then carried out to examine precisely why that ambivalence exists, and to explore in depth the perspectives of Australian wine industry professionals towards sauvignon blanc. The findings suggested both physiological and social reasons for this dislike. The study has relevance in two areas. The first is in the development of a theoretical understanding of how those who are responsible for the production of aesthetic products may approach working with material that they may dislike, or have little regard for. The second is more practical, and informs how those marketing sauvignon blanc should view the product. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

What is the problem with sauvignon blanc? An investigation of expert dislike of an aesthetic product

British Food Journal , Volume 106 (10/11): 11 – Oct 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700410561432
Publisher site
See Article on Publisher Site

Abstract

There is substantial anecdotal evidence that, whilst popular in current international consumer markets, the grape variety sauvignon blanc is viewed ambivalently by some wine industry professionals. This study examines evidence for that anecdotal perspective. It reports first the findings from a qualitative research project that provided some support for the proposition that wine industry attitudes to the grape variety are ambivalent. Further qualitative research, involving semi‐structured interviews, was then carried out to examine precisely why that ambivalence exists, and to explore in depth the perspectives of Australian wine industry professionals towards sauvignon blanc. The findings suggested both physiological and social reasons for this dislike. The study has relevance in two areas. The first is in the development of a theoretical understanding of how those who are responsible for the production of aesthetic products may approach working with material that they may dislike, or have little regard for. The second is more practical, and informs how those marketing sauvignon blanc should view the product.

Journal

British Food JournalEmerald Publishing

Published: Oct 1, 2004

Keywords: Food and drink; Winemaking; White wine; Marketing; Consumer behaviour

References