Wine Brands Research Articles

Branding consistency across product portfolios in the wine industry

PurposeThe purpose of this study is to examine branding consistency for wine labels. The front label on wine bottles is important for identifying the brand and aiding purchase. Many brands are part of brand families, with the sub-brands linked to the overall brand family. This research provides an overview of how the front label varies across product portfolios of wine brands, noting the importance placed on branding elements and the level of consistency in their use across the brand portfolio.Design/methodology/approachThe authors propose and test a new method to measure branding consistency on labels from the same brand family. Two coding frameworks were created. The first recorded the incidence of brand elements and wine attributes. The second coded wine labels within a company’s portfolio based on the consistency of various brand elements. A total of 3,000 branding elements and wine attributes from 300 wine labels were examined across 60 wine brands from a list of Australian wineries.FindingsGrape variety, brand name and region are used across >90% of wine labels. Branding is presented more prominently than wine attributes. Sub-brand, region, price and variety did not influence branding consistency. Logo presence, logo image on label and colour elements contribute to the greatest variation in branding consistency across a product portfolio.Originality/valueThis study proposes and tests a novel method to measure branding consistency on wine labels and explores the extent to which consistent branding is used across product portfolios. Descriptive research is the first step to theory building. This study provides industry norms for attribute use and a measure of branding consistency for product portfolios giving valuable descriptive knowledge.

Understanding masstige wine brands’ potential for consumer-brand relationships

PurposeThis study aims to fill various gaps detected in the literature on mass prestige (hereafter referred to as masstige) theory. The originality of the work stems from the multidimensional application of Paul’s (2015) model, the introduction of brand addiction as a construct from the consumer-brand relationship (CBR) theory within the context of wines and the exploration of a new and less studied sector in masstige strategies.Design/methodology/approachA structured questionnaire was distributed to collect data from masstige wine brand buyers in Portugal, of whom 166 completed the questionnaire correctly. A conceptual model was developed and tested using partial least squares structural equation modelling.FindingsThe findings include that only two dimensions of Paul’s (2015) masstige scale affect brand addiction: brand knowledge and excitement and status. Brand addiction has a positive effect on brand loyalty and electronic word of mouth (eWOM), and brand loyalty has a positive impact on eWOM. Theoretical and managerial implications were explored.Originality/valueThis research added a CBR perspective to masstige theory and applied masstige theory to wine brands for the first time. These three distinctive aspects collectively contribute to the novelty and significance of the research, opening up exciting possibilities for future investigations and providing a valuable contribution to the academic community and the wine industry alike.

Message on a bottle: the use of augmented reality as a form of disruptive rhetoric in wine marketing

ABSTRACT Wine, a product steeped in tradition and history, is often challenging for consumers to decipher due to its intricate characteristics. Appealing to non-wine connoisseurs to break into untapped market segments requires both innovation and creative thinking. To accomplish this, three wine brands utilized augmented reality (AR) technology to craft unique brand storytelling experiences that centered around the label, without focusing on physical product attributes, ultimately resonating with new market segments. This article explores the use cases of three wine brands; 19 Crimes, Barefoot, and Enosophia Wines, that employed AR technology as a form of disruptive rhetoric, to supplement their wine label storytelling. The study sheds light on how multisensory technology such as AR can be used to carve out new wine target markets and proposes an AR experience model with accompanying propositions outlining how the experiential realms can be leveraged to achieve key brand objectives.

Winemaking in Southern Russia: Barriers to development and positioning strategies

Russian wineries are currently facing the need to adapt to dynamic changes in the economic and legal environment. At the same time, they are confronted with market issues such as consumer behavior inertia and decreasing effectiveness of conventional promotion strategies. In the article, we analyze economic, institutional, consumer, and communication barriers to the development of wine brands in Southern Russia. The theoretical framework of the study covers the principles of institutional and narrative economics, marketing, sociology of consumption, and visual sociology. The research methods include content analysis and analysis of marketing information. The empirical data consist of economic statistics of the wine industry from 2018 to 2022 and the results of the analysis of 290 wine product lines manufactured by 63 enterprises in the Southern Federal District. High speed and ambivalent dynamics of institutional change can be observed in the Russian wine industry. Using the empirical data, we have identified three communication strategies (global, foreign, and local) for wine brand positioning. The results of the research show that reliance on global and foreign strategies is a common trend in Krasnodar krai, the Republic of Crimea, and the city of Sevastopol, while producers in Rostov oblast pursue the local positioning strategy. The research results contribute to the understanding of the institutional and consumer determinants of the wine market development in Russia, associated with producers’ orientation towards global and foreign positioning strategies.

HPLC Analysis of Vitamins C, E, Beta-carotene, and Some Flavonoids in Armenian Red Wines

Background: Oxidative damage to biological molecules is mainly caused by free radicals produced in the body. Natural antioxidants can prevent the resulting oxidative stress. For this purpose, particularly grapes and grape products, which contain vitamins and polyphenolic substances with high antioxidant activity, are used. Methods: In the present study, the content of vitamins C and E, beta-carotene, and some flavonoids (+)-catechin, quercetin, and trans-resveratrol) in the composition of 19 brands of red wines that are produced in Armenia, was determined by HPLC. Vitamins C, E, beta-carotene, as well as flavonoids manufactured by Sigma-Aldrich were used as standards. Results: The amounts of vitamin E and beta-carotene were below the sensitivity threshold of the method, and the content of vitamins C and flavonoids varied over a wide range (vitamins C 2.15- 56.1, (+)-catechin 0-620.3; quercetin 0-10.55; trans-resveratrol 0-5.89 mg/L). Conclusion: The chromatographic analysis of vitamins and flavonoids allowed us to investigate not only the content of useful substances that make up red wines but also to identify counterfeit products. In this study, wines presented directly to retailers were analyzed since the task was both to determine vitamins and flavonoids and to identify counterfeits. The results of our study showed that among all the selected wine brands, there were no samples that, in terms of their properties, would not meet the required parameters.

Unveiling the Tapestry of Chinese Wine Consumers: A Quantitative Investigation of Influencing Factors and Consumer Segmentation

Purpose: This study investigates the key influencing factors of wine purchasing behaviour of the Chinese wine consumer market and explores the relevant parameters influencing cluster building among Chinese wine buyers. Design: The data for this study was obtained through a survey distributed to wine company followers from the Changyu Pioneer Wine Co. Inc., on WeChat resulting in the collection and analysis of 1,535 useable valid responses. Findings: Six clusters are identifiable; they differ significantly with various individual characteristics and wine purchasing behaviour. The choice between foreign and domestic wine is a significant factor in understanding wine preferences. The importance of wine attributes (colour, taste, and distribution channels) varied among different groups, indicating that these factors operate differently across populations. Variables pertaining to having experience abroad distinguished and separated younger cohorts. Participants from metropolitan areas, female participants, and younger age groups provided valuable insights into the preferences of the younger generation. Practical implications: Our findings emphasize the importance of considering factors beyond initial wine brand and individual characteristics when studying wine consumer behaviour. Elements such as taste preferences, distribution channels, cultural influences, and personal experiences play a substantial role in shaping wine preferences. Understanding the impact of these factors enables the development of strategies and offerings that better align with the diverse needs and preferences of Chinese wine consumers.

Unveiling the Tapestry of Chinese Wine Consumers: A Quantitative Investigation of Influencing Factors and Consumer Segmentation

Purpose: This study investigates the key influencing factors of wine purchasing behaviour of the Chinese wine consumer market and explores the relevant parameters influencing cluster building among Chinese wine buyers. Design: The data for this study was obtained through a survey distributed to wine company followers from the Changyu Pioneer Wine Co. Inc., on WeChat resulting in the collection and analysis of 1,535 useable valid responses. Findings: Six clusters are identifiable; they differ significantly with various individual characteristics and wine purchasing behaviour. The choice between foreign and domestic wine is a significant factor in understanding wine preferences. The importance of wine attributes (colour, taste, and distribution channels) varied among different groups, indicating that these factors operate differently across populations. Variables pertaining to having experience abroad distinguished and separated younger cohorts. Participants from metropolitan areas, female participants, and younger age groups provided valuable insights into the preferences of the younger generation. Practical implications: Our findings emphasize the importance of considering factors beyond initial wine brand and individual characteristics when studying wine consumer behaviour. Elements such as taste preferences, distribution channels, cultural influences, and personal experiences play a substantial role in shaping wine preferences. Understanding the impact of these factors enables the development of strategies and offerings that better align with the diverse needs and preferences of Chinese wine consumers.

МИФОПОЭТИКА ВИНА КАК ИМАГИНАТИВНЫЙ АБСОЛЮТ ЧЕЛОВЕЧЕСКОГО БЫТИЯ

the article introduces a new concept at the intersection of philosophy, aesthetics, literary criticism, history, oenology and branding: mythopoetics. Mythopoetics of wine is understood as a special method of wine analytics that takes the perception of wine beyond the narrow classification of color, bouquet and taste with elements of terroir into the area of image formation: the harmony of historical fact, myth, terroir, poetry, symbol, which are quintessed in a certain wine brand. The article is a continuation of the efforts of José Ortega y Gasset, Massimo Dona, Eric Asimov, Rauf and Alexei Akchurinov in creating an approach to the philosophical understanding of wine. Wine is defined as an essential element of human intellectual and emotional life, firmly embedded in religious practices, secular culture and various genres of art. An important fact is the strong incorporation of wine into the economic structure, especially in the great wine regions of France, Italy, Spain, and Germany: from wine tastings and wine tours to the formation of a solid segment of the alcohol market in the wholesale and retail trade networks. Mythopoetics of wine allows creating its legendarium, project myths about life and death, beauty and ugliness, harmony and chaos onto a specific brand of wine, form the image of a particular wine producer, enhancing the tasting value of wine, increasing interest in thecourtliness of drinking wine, stimulating the tourist development of various regions, bringing the topic of wine to the level of the most pressing problems for interdisciplinary research, both in the field of fundamental knowledge and at the level of applied results.

МИФОПОЭТИКА ALMA VALLEY (ВИНО КРЫМСКОГО МОДЕРНА)

The article, based on a mythopoetic approach, examines several lines of wines from the Alma Valley producer. The authors do a lot of work to identify the mythopoetic elements of the Alma terroir from Antiquity tothe nineteenth century, from Scythian settlements to the Battle of Alma. Thus, they consider it possible to give a high mythopoetic assessment of the “Scythian Gold” wine series. But the authors also note a number of inconsistencies between this wine branding and its type. It is proposed to strengthen the historical and mythological component of the brand, more clearly drawing the lines of relationship between the character of the wine and the label design, grape variety and the general idea of the series.Analyzing the series of wines “Seasons” (PIN AP), the authors emphasize the exceptional success of positioning the product in the gender and age segment of the consumer market but conclude that this move cannot be the main one for the philosophy of Alma Valley wines. Particular attention was paid to the “Alma.X” series and the search for the most appropriate mythopoetic line for the original wines, which are the result of bold experiments by Alma Valley specialists.

Research on the Integration and Innovation of Artificial Intelligence Technology in Modern Brand Design

Abstract In the context of the artificial intelligence era, the application of artificial intelligence technology in modern brand design is increasingly widespread and is profoundly changing the design creation in this field. The purpose of this paper is to propose an intelligent image acquisition and automated brand design technology that utilizes AI technology to assist with brand design. The image acquisition and retrieval process of the online CBIR system is established, the average precision mean is used as the evaluation index of image retrieval, and the BoF model is constructed to realize RootSIFT feature extraction and image acquisition. Meanwhile, MultiStyleLogo GAN, a multi-style generative adversarial network, is designed to intelligently automate random output and generate brand design solutions through input sketches and style semantic descriptions to improve designers’ design efficiency. This paper utilizes technology to redesign the brand of A green plum wine in a province in China. Except for the pattern and font indicators, the average value of the newly designed brand image in each evaluation index of aesthetic design is greater than 4. The average values of the image aesthetics, cultural connotation, and emotional resonance indicators in the evaluation of brand narrative reach 4.25, 4.24, and 4.15, respectively, which achieve a high consumer satisfaction level.

MARKETING MEASURES TO RESTORE WINEMAKING IN UKRAINE

The paper examines problematic aspects of the strategic development of winemaking in Ukraine in the context of implementing the experience of leading companies in the world regarding the use of brands as indicators of the value of intangible assets. A comparative analysis of well-known value ratings of wine brands in the world and in Ukraine was conducted. The inefficiency of the national innovation policy and policy in the field of branding is substantiated. It is difficult to imagine the modern market without a complex of marketing communications, sales promotion systems, product advertising and other related services. But each industry needs specific marketing approaches for product promotion, which take into account the legislative and regional features of its implementation. The main aspects of this process were considered on the example of the promotion of wine production, which was grown in the Odesa region, and its implementation has certain limitations. The role of branded capital in the post-war recovery of Ukraine's economy is analyzed. The proposed measures are aimed at increasing the brand capital of such a brand as Shabo, for its successful management. Among the considered measures: the development of wine or wine tourism, which should positively affect the development of winemaking, the culture of wine consumption, and the economic development of not only the region, but also the country as a whole. Without state support at the legislative level, a breakthrough in the economic growth of winemaking should not be expected. The work considers the most relevant legislative initiatives that would contribute to this process.

Terroir, Wine Varieties, Brands and Their Translations into Chinese

This paper explores the intricate relationship between terroir (a fundamental concept in viticulture that connects wines to a complex tapestry of factors encompassing place, culture, economy, and society), grape varieties, and wine branding in the Chinese cultural context. It examines how these elements are perceived in both Western and Chinese cultural domains. Terroir is a key element in Western viticulture and grape varieties define wines, thus influencing their identity. To foster familiarity and positive connections with Chinese consumers some Western wine brands have incorporated traditional Chinese cultural elements. Through a comprehensive review of literature, fieldwork and interviews, this study contends that in the Chinese language, viticultural terminology from Western languages can be translated, enriched, and elevated to offer a deeper comprehension of these terms. This research reinforces the idea that terroir can be eloquently conveyed in Chinese, preserving its connotations from the original language. It demonstrates how Chinese translations of wine varieties augment their intrinsic meaning, and how Western wine brands effectively resonate with the Chinese market through auspicious translations. Furthermore, this research argues for the efficacy of fieldwork and interviews as valuable tools for both translation practice and research in this context.

Defining the identity-image gap: an analysis of a collective wine brand

PurposeThe brand identity–image gap is a well-known marketing field. However, very little academic work has been done within the wine industry regarding collective brands. With the aim of filling this gap, this paper analyzes and describes the relationship between identity and the image of Bordeaux wines. It is intended as a collective wine brand.Design/methodology/approachFrom a positivist–functionalist perspective, a 45-question survey has been administered online to N = 53 internal brand operators (winery owners or managers) and to N = 655 external consumers (mainly focusing on 18–25 year-old segment). Nonprobabilistic sampling techniques have been used. Questions were structured within a semantic opposition.FindingsData analysis has shown that the nine-dimension model (physical, personality, culture, self-image, reflection, relationship, positioning, vision and heritage) is capable of collecting a richer and more pertinent set of information concerning the brand identity; statistically significant gaps have been found in 25 out of 45 items; counterintuitively, the consumers have a very different opinion about the brand compared with existing ideas. Direct implications are that internal brand operators may suffer from imposter syndrome; information asymmetry may play a central role in brand perception; and the brand lacks symbolic and inspirational functions.Originality/valueProviding an original model to analyze and evaluate the brand identity–image gap, specifically adapted for collective wine brands, this work contributes to the literature by increasing the knowledge about brand identity issues.

ОЦЕНКА СУСЛА И ВИНА ИЗ НОВЫХ ГИБРИДНЫХ ФОРМ ВИНОГРАДА СЕЛЕКЦИИ АНАПСКОЙ ОПЫТНОЙ СТАНЦИИ

To produce new brands of high quality wines, it is necessary to select a grape assortment, in-cluding the latest achievements of domestic breeding. The article presents research materials on must and dry wines from hybrid forms of grapes of the AZOSViV breeding – 62-21, 62-20 and 62-24 (F/U Dzhemete×Cabernet Sauvi-gnon). These hybrids are studied in the hybrid plot to identify a set of economically valuable and adaptively significant traits and properties that exceed the standard varieties. All hybrid forms are of technical direction and medium maturity. Productivity is high, tolerant to phyl-loxera. Must and wine from the Cabernet Sauvignon variety were used as controls. Train-ing system "Spiral cordon AZOS-1". Planting scheme 3.5×2.0 m. As a result of the techno-chemical analysis of the must from the studied hybrids, it was revealed that by the time of har-vesting they had accumulated more sugars than the control variety. The titratable acidity of the must of the hybrid form 62-20 and control (Cabernet Sauvignon) was significantly higher than in other variants of the experiment. Based on the glucoacidometric index, the must of hy-brids 62-21 and 62-24 was the most optimal for obtaining high-quality red wines. All hybrid forms contained more phenolic substances in berries than Cabernet Sauvignon (control). Wine materials from the studied hybrids have a high alcohol content and a reserve of extractive and phenolic substances, which exceeds the control in these parameters. As a result of the tasting analysis of wine materials from the stud-ied hybrids, it was revealed that they are not inferior to the control Cabernet Sauvignon, and the forms 62-21 and 62-24 are rated higher than it.

A replication and extension of wine retail consumer purchase patterns: double jeopardy and duplication of purchase laws

PurposeThis study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.Design/methodology/approachOver 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.FindingsResults confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.Originality/valueAlthough it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

PurposeThis study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.”Design/methodology/approachThe authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed regional wine in the last 3 months through an online consumer panel survey.FindingsBy testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing.Originality/valueThis study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly.

The role of parent brand creating loyalty and acceptance toward premium extended wine brand: a cross-national study

PurposeThis paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.Design/methodology/approachData were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.FindingsThe results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.Practical implicationsWine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.Originality/valuePrevious researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.

Accounting practices at an Indian winery: the case of new vineyard

Research methodology This case study has been prepared after thoroughly studying the Indian wine industry. Secondary data for the value of wine imported in India has been taken from the website of the Ministry of Commerce and Industry, Government of India. Data for GDP per capita for India has been taken from World Development Indicators, World Bank. Data for revenue generation of top five countries have been sourced from Statista Report on Indian wine market. Fictitious names are used for the Winery (Romaniszyn) and the individual (Harish G.) working there. Case overview/synopsis This case revolves around accounting complexities for starting a winery in India. A new vineyard comes with the challenge of the gestation period (five years), during which it would not generate revenue. Harish G. was adept at business development and had experience working with an Italian winery. He was unaware of how difficult accounting decisions would be, including determining the quantum of funds required, ascertaining different financial options to purchase assets and meeting cash requirements. He knew he would not be able to generate any sales for five years at the newly formed winery; the grapevines imported from New Zealand took that long to reach maturity. Furthermore, given that Harish was starting a new brand of wine, he also faced constraints with attracting new customers. Complexity academic level This case can be used in teaching undergraduate and postgraduate students in the introductory session of a financial accounting course. It is designed to approach basic accounting concepts, permitting the class to discuss and focus on the principal thought process of starting a real business and accounting for the transactions as and when they occur rather than only on mathematical computations. The objective of this case study is attained by involving the students in recording various accounting transactions and decisions the winery’s management must take over the time from early plantation to bottling of the wine. Every decision assesses the students’ comprehension of accounting concepts by making them analyze and resolve the accounting issues raised.

Evolution of business physiology in the wine industry: insights from the Stra.Tech.Man Scorecard in the Cephalonian Robola sector

ABSTRACT This study explores the physiological evolution of entrepreneurship in the Robola PDO wine sector in Cephalonia, Greece, utilizing the Stra.Tech.Man Scorecard as a diagnostic tool. Focusing on micro-firms producing and marketing the Robola PDO wine variety, the research provides insights into the executives’ self-assessments of their strategic, technological, and management adaptation efforts from 2017 to 2021. The findings indicate that these firms exhibit a strong strategic ambition to improve their competitiveness, but encounter obstacles in technology and networking operations, as well as limitations in developing their human resources and their overall management methodologies. Furthermore, the study reveals that the companies’ innovation potential was enhanced during the COVID-19 pandemic. The study highlights the potential for developing a sophisticated regional wine brand and underscores the role of innovative entrepreneurs and government support in fostering a competitive and sustainable entrepreneurial ecosystem.

Patterns of decision-making and driving factors among Indian wine drinkers: When picking out a bottle of wine

In today's highly competitive global consumer market, it is crucial to understand the factors that influence customers' decisions to select a particular product (in this case, wine) from among thousands of brands. Many hours have been spent investigating what factors influence people to buy specific products. However, there is scant research on the preferences of wine buyers when shopping online. Understanding why consumers pick one brand of wine over another when faced with literally thousands of options is crucial in today's hyper-competitive global consumer market. Researchers have paid close attention to how customers behave when deciding which products to purchase. However, there is a lack of research into the habits of people who buy wine online. The evolution of the Indian wine industry, common grape-growing regions and products, and other motivating factors are all discussed. A questionnaire for the study was also developed based on previously established models and ideas. Information was collected and analysed from numerous resources. The 619 responses provided a detailed portrait of Indian wine consumers and numerous strategies for reaching them.