Abstract
PurposeThe pioneers of online wine tastings have set a new standard and introduced an innovative tool that combines various goals: contacting existing and recruiting new customers, entertaining participants and boosting sales. Within the framework of the study, the authors addressed questions such as the reasons for offering online wine tasting, profitability and the basic characteristics and future perspectives of this new interactive online tool.Design/methodology/approachA mixed-methods research was conducted using a sequential exploratory design to analyse online wine tastings during Covid-19 pandemic. First, 40 in-depth interviews in Germany were conducted and, based on these results, a global online survey was undertaken with 1,423 wineries from more than 40 countries.FindingsThe survey results clearly show the effect of Covid-19 on the growing tendency to employ online wine tastings. This tool is about more than just providing entertainment for wine lovers in that it also has a tangible business aspect.Practical implicationsBased on these results, the authors assume that online wine tastings will continue to be offered after the Covid-19 crisis.Originality/valueThis paper offers a situation analysis of the first 10 months of the Covid-19 pandemic in the field of online wine tastings worldwide. The authors conducted a quantitative online survey that built on a qualitative pre-study. Given the fact that no academic paper has been published on the topic, this paper provides first insights on a global scale.
Highlights
The Covid-19 pandemic has had severe negative worldwide effects, tipping the global economy into the worst recession since World War II (World Bank, 2020)
The wine industry’s answer to these negative effects of the Covid-19 pandemic was online wine tastings (OWTs), and have become one of the most visible tools used by wineries since the beginning of the crisis
4.1 Qualitative survey As already mentioned above, the explorative qualitative survey served the purpose of collecting first insights into OWTs, which were used for the development of a quantitative questionnaire
Summary
The Covid-19 pandemic has had severe negative worldwide effects, tipping the global economy into the worst recession since World War II (World Bank, 2020). The wine industry’s answer to these negative effects of the Covid-19 pandemic was online wine tastings (OWTs), and have become one of the most visible tools used by wineries since the beginning of the crisis. With the help of a pre-ordered wine tasting package, the participants can experience the event via the Internet using recording techniques (chat, forums, FAQ, etc.) in sound and vision and participate passively and actively (WeinPlus, 2021). Another form of OWTs are tastings combined with annual meetings, vintage or wine procurement presentations and negotiations in B2B field between producers and retailers, exporters or importers
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
