Wine Brands Research Articles

Branding Strategies: An Evaluation within the South African Wine Export Industry

ABSTRACTThis study aimed at looking at brand marketing strategies that can increase awareness of South African wine brands in the foreign markets. It sought to find a good branding formulation strategy that will help differentiate South African wine brands from foreign competitors and enhance their sales in those markets. The study’s population, consisting of South African wine experts, comprised six respondents. To achieve the study’s objective the researcher made use of structured, in-depth interviews. The main findings from the study were that the significance of formulating a good branding strategy is fundamental to the value of a South African wine brand in a foreign marketplace. The reason is that a branding strategy has the ability to enhance awareness of the brand, increase sales and potentially increase long term brand loyalty.

The Effect of Wine Tourism Experiences on Wine Brands

Wine tourism takes on a clear hedonic dimension, being especially prone to the design of experiences. The characteristics of wine tourism make this product quite compatible with the rural areas and with an evident capacity of sustainable development. Most of the studies that characterize the wine tourism experiences have a clear focus on the demand side. This paper aims at obtaining a greater insight into the leverage of the wine brands through positive experiences associated with wine tourism. Sustained on the Grounded Theory, a deep analysis of the perception that the cellars/farms have about the effect of their touristic offer on their wine brands was carried out. While there is no use of concrete measures on the supply-side, we found that there is the conviction of a reciprocal leverage effect between wine tourism experiences and wine brands. Despite the exploratory nature of this paper we conclude that wine experiences and brand value and awareness reinforce which other in an interactive and dynamic way.

Wine of Cool-climate Areas in South Poland

A number of new vinery production regions, especially in the southern parts of Poland, have appeared in the last ten-odd years. This study was aimed at completing the chemical characterisation of wine produced from ten Polish grape cultivars planted near Krakow. The wine was analysed to determine organic acid concentrations, total polyphenols and extract content, antioxidant activity, alcohol content, total acidity and pH. Moreover, a sensory analysis was performed on the wine. Significant differences were recorded between red and white wine. The total acidity expressed as tartaric acid, and tartaric and malic acid concentrations, were significantly higher in white and red wines, whereas antioxidant activity and phenolic content were significantly higher in the red wines. Similarities and relationships between various parameters and specific wine brands were further examined with cluster analysis. Our results show that, under Polish climatic conditions, it is possible to produce wine with quality comparable to wine from established wine denomination regions. Selected wine brands showed high antioxidant activity (FRAP – ferric reducing antioxidant power) and a high level of polyphenols. This study also provides confirmation that wines from colder climates frequently reveal unique and desirable properties.

It goes with the territory: Communal leverage as a marketing resource

This study explores mechanisms that lead to the creation of durable competitive territorial brands. An examination of research on origin-specific firms, umbrella branding, resource-based theory and co-opetition theory leads to questions regarding how firms that have strategically attached themselves to a place of origin add value to their own brands and obtain advantages for their firm. How can a co-created, non-proprietary territorial brand become a valuable marketing resource? Eight wine brands in the Champagne area of France are studied and the results show how ‘communal leverage’ occurs: a firm and its local co-opetitors engage in the ‘give and take’ of valuable marketing resources. Through communal leverage, multiple individual brands interact with an overarching territorial brand in order to sustain both territorial and individual brands. The research reveals a territorial brand to be a form of regional umbrella branding that is underpinned not by a top-down process as previous research would suggest but a bottom-up process. A territory's physical resources and capabilities are precursors of symbiotic marketing relationships for origin-specific firms.

와인 브랜드에 대한 자아일치성이 브랜드 태도와 브랜드 충성도에 미치는 영향

As consumers, Korean people can afford to buy more bottles of wine than ever before, and they are now interested in and concerned about the quality as well as diversity among brands of wine. However, we should discuss this issue more before we talk about the popularization of wine market in Korea. The purpose of this study was to examine how the self-image congruity for wine brands influences the emotions of consumers and their resulted purchase behavior. Accordingly, a total of 497 effective questionnaires were obtained from wine consumers who live in the metropolitan area and SPSS 18.0 and AMOS 18.0 statistics programs were used to test latent hypotheses. The result of analyses showed that all three types of self-image congruity of wind brands had significant effects on consumption emotions. Likewise, Consumption emotions had significant influence on brand attitudes and brand loyalties. Furthermore, brand attitude had a significant effect on the brand loyalty of consumers. Based on these results, the thesis specifies a few suggestions and implications for wine dealers. There should be continuous consumer management and proper opportunities for wine tasting. Also brand story marketing utilizing SNS would be effective for consumers with social self-congruity.

Risky Business: Building a Super Luxury Wine Brand

ARA Estates Winery (name disguised at company's request) was a well-known Napa, California Cabernet Sauvignon producer, located in the prestigious Howell Mountain wine-growing region. Established in the early 1990s, ARA Estates Winery went through several years of challenges before finding its niche. After hiring a reputable winemaker and cleaning up some of its production and marketing blunders, ARA Estates’ Accession label reached new heights with its 2007 vintage receiving a 97 score from Robert Parker. Looking to further enhance the label’s reputation, ARA Estates Winery’s management considered a price increase for the 2013 vintage from USD 55/bottle to USD 75/bottle, with plans to increase the price again to USD 90/bottle with the 2015 vintage. Although research suggested that the 25 percent of sales through the restaurant channel would not be impacted by the price increase, considerable concern was felt regarding how the more lucrative direct-to-consumer (DTC) base (about 50 percent of sales between the tasting room and the wine club) would react. To support the increase in prices and the lower-yield/ higher-cost move to estate-grown fruit, Accession’s case production was dropped from 6,500 to 4,000 cases. Risky Business ends at a crucial point where the CEO, Ethan Dorsey, needed to make a final decision concerning the pricing and brand positioning of the Accession label.

Risky Business: Building a Super Luxury Wine Brand

Risky Business: Building a Super Luxury Wine Brand

Jón T. Njarðarson

Angewandte Chemie International EditionVolume 55, Issue 33 p. 9468-9468 Author ProfileFree Access Jón T. Njarðarson First published: 21 March 2016 https://doi.org/10.1002/anie.201602442AboutSectionsPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat Graphical Abstract “My favorite food is Sushi. If I were not a scientist, I would be an architect, artist, or designer of some sort. ...” This and more about Jón T. Njarðarson can be found on page 9468. 1 Table 1. Jón T. Njarðarson Date of birth: February 2, 1970 Position: Professor, Department of Chemistry and Biochemistry, University of Arizona E-mail: njardars@email.arizona.edu Homepage: http://njardarson.lab.arizona.edu/ Education: 1993 BS in Chemistry, University of Iceland 2001 PhD supervised by Professor John L. Wood, Yale University 2001–2004 Postdoctoral position with Professor Samuel J. Danishefsky, Memorial Sloan-Kettering Cancer Center Awards: 2001 General Motors Cancer Research Scholar Program Award; 2006 Marilyn Emmons Williams Award, Cornell University; 2008 Thieme Chemistry Journal Award; 2009 Merrill Presidential Scholar Outstanding Educator Award, Cornell University; 2016 Distinguished Scholar Award, University of Arizona Current research interests: Development of new synthetic methods and total synthesis of natural and non-natural products; reactions employing strained-ring substrates, dearomatization themes and orchestrated anionic cascades; structurally unusual diterpenoid natural products and pharmaceutically relevant architectures My favorite food is Sushi. If I were not a scientist, I would be an architect, artist, or designer of some sort. My favorite place on earth is a beautiful isolated beach, together with my family. I chose chemistry as a career because it was time for me to decide, and I concluded that my other passions at the time (history, philosophy, and mathematics) could be hobbies instead of career paths. My worst nightmare is no longer enjoying chemistry. The most exciting thing about my research is all of the discoveries I did not plan or predict, and which my graduate students cleverly recognized were exciting. I lose track of time when I am sitting in a comfortable place with a great coffee or a glass of wine with my notebook, scribbling down ideas for new reactions and syntheses or trying to decipher mechanistic puzzles. The most amusing chemistry-related adventure in my career was on my tour of US universities as a prospective graduate students where I was introduced to interesting things like roller disco and thrust into the drama and excitement of basketball March Madness on an unforgettable cab ride from Chicago to Lafayette with a wonderful cab driver. My favorite drinks are cava, champagne, prosecco, and other lovely brands of sparkling wine. My favorite piece of research is the reaction, synthesis, structure, and function my research group has not yet discovered. My 5 top papers: References 1“Copper-Catalyzed Rearrangement of Vinyl Oxiranes”: L. A. Batory, C. E. McInnis, J. T. Njardarson, J. Am. Chem. Soc. 2006, 128, 16054. (The beginning of an enjoyable scientific journey focused on the catalytic expansion of strained rings.) 2“Stereoselective Ring Expansion of Vinyl Oxiranes: Mechanistic Insights and Natural Product Total Synthesis”: M. Brichacek, L. A. Batory, J. T. Njardarson, Angew. Chem. Int. Ed. 2010, 49, 1648; Angew. Chem. 2010, 122, 1692. (Established how unique and useful our new catalytic ring-expansion reaction is.) 3“A Graphical Journey of Innovative Organic Architectures That Have Improved Our Lives”: N. A. McGrath, M. Brichacek, J. T. Njardarson, J. Chem. Educ. 2010, 87, 1348. (The creation and uses of posters featuring the top 200 pharmaceuticals.) 4“Total Synthesis of Vinigrol”: Q. Yang, J. T. Njardarson, C. Draghici, F. Li, Angew. Chem. Int. Ed. 2013, 52, 8648; Angew. Chem. 2013, 125, 8810. (This total synthesis was quite the journey, but original key design principles were realized in the end.) 5“Asymmetric [3+2] Annulation Approach to 3-Pyrrolines: Concise Total Syntheses of (−)-Supinidine, (−)-Isoretronecanol, and (+)-Elacomine”: I. Chogii, J. T. Njardarson, Angew. Chem. Int. Ed. 2015, 54, 13706; Angew. Chem. 2015, 127, 13910. (Our latest methodological contribution, and the birth of a new research program we are enthusiastic about.) Volume55, Issue33August 8, 2016Pages 9468-9468 ReferencesRelatedInformation

The new wave of wine brands

Wine branding is a series of complex marketing propositions intended to sell wine as a ‘brand’ – a product marketed much more thanks to its individual name and image rather than to its original quality. Wine brands can be basically divided in two distinct groups: some have called them ‘benign’ (a.k.a ‘historic’ or ‘classical’ - as for Champagne and the Bordeaux châteaux, for ex.) and ‘modern’ brands. ‘Modern’ wine brands are usually built upon a base of elastic supply (to maintain consistency) and planned promotion, most are owned big multinational companies, are standardized and aimed at the international market taste and a determined price level, lacking in diversity and terroir tipicity. In this study, the author describes how these ‘modern brands’ are structured and what are their marketing tools, run through examples of successful wine brands, and describe about their ads and cons for international consumers.

Using an aesthetics and ontology framework to investigate consumers’ attitudes toward luxury wine brands as a product category

PurposeThis paper aims to classify and investigate customer attitudes toward luxury wine brands in the USA (a developed market) and South Africa (a developing market) by using an aesthetic and ontological framework.Design/methodology/approachUsing recognized scales, consumers’ ontological and aesthetic orientation and attitudes toward luxury wine brands as part of a product category are measured. Data for the USA sample were collected using Amazon’s Mechanical Turk platform, whereas the South African sample data were collected from a sample of Generation Y consumers. Using the two orientation scores, it was possible to create a 2 × 2 matrix with low and high scores for the two countries investigated. To determine the relationship between the resultant groups and attitude toward wine, ANOVA was performed. Differences among the groups were identified via a comparison of means.FindingsThe results suggest that the use of aesthetics and ontological orientations enables the identification of different luxury wine consumer modes in the two countries studied. In addition, these demonstrate significantly different attitudes toward luxury wine brands as part of a product category.Research limitations/implicationsThe samples for both countries were collected using a non-probability sampling method, and any generalization to the greater populations must be undertaken with caution.Practical implicationsThe findings demonstrate a unique approach that provides an alternative form of segmentation for luxury wine brands. Recommendations to target the different identified modes and how these impact attitudes toward luxury wine brands as a product category in the two countries are made.Originality/valueThe study contributes to the literature by providing a unique and alternative method of market segmentation and shows how this affect attitudes toward luxury wine brands as a product category.

Exploring wine knowledge, aesthetics and ephemerality: clustering consumers

PurposeThe purpose of this paper is to investigate the relationship between consumer wine knowledge and the aesthetics and ephemerality of wine consumption.Design/methodology/approachA survey of 254 respondents for questions relating to objective wine knowledge and frequency of wine consumption, as well as the aesthetics and ephemerality of wine consumption was conducted. Clustering analysis was used to produce four discrete consumer clusters that provide insight into Berthonet al.’s (2009) aesthetic and ontology (AO) framework for the consumption of luxury wine brands.FindingsThe paper finds that four clusters of wine consumers can be identified that exhibit common characteristics outlined in the AO framework.Practical implicationsBy clustering consumers and mapping these clusters, the AO framework provides wine marketers with a useful tool to segment the luxury wine market and to develop and deploy tailored wine marketing strategies to target each segment effectively.Originality/valueThis study is one of the first to investigate the relationship between consumer wine knowledge, aesthetics and ephemerality. It offers luxury wine marketers useful insights into targeting wine consumers according to their common characteristics.

Variety seeking by wine consumers in the southern states of the US

Purpose – The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and relationship with wine. Design/methodology/approach – The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis. Findings – The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments. Practical implications – The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals, wines from different countries, various price tiers and include creative packaging and sustainable messages in their presentation. Originality/value – This paper presents research addressing an important construct for wine marketers attempting to introduce new products and build brand loyalty.

The role of mitigation and strengthening cognitive operations in brand names design: a case study of Spanish and American wine brands

ABSTRACTDespite the relevance of powerful brands in the present-day market, research on the process of brand name design from a cognitive perspective focuses almost exclusively on the effects of the use of conceptual metaphor, and to a lesser extent, metonymy, overlooking the role played by other cognitive strategies. This paper analyzes the potentiality of mitigation and strengthening cognitive operations as tools for the systematic, risk-free design of new brand names with highly predictable and felicitous connotations. In particular, it focuses on their role in the systematic generation of axiologically positive brands in both Spanish and American wine labels, thus largely reducing the need for the costly and time-consuming cultural checks that branding companies need to run on new brand names before their commercial launching. In so doing, the interaction of the two aforementioned cognitive operations with a number of pragmatic principles and cultural models of social interaction, and their subservience to other cognitive operations, like those of comparison, correlation, and domain expansion and reduction, are also considered. The results of the study offer new insights on the semantics of commercial brand names which should prove useful for branding professionals, as well as data of interest to linguists dealing with inter-linguistic issues and cognitive modeling alike.

Consumers’ brand images of wines

Purpose – The purpose of this paper is to study the formation of denomination of origin brand image in two different Spanish wine regions. Design/methodology/approach – A sample of wine consumers was selected in two denominations of origin (DOs): Rioja and La Mancha. Partial least squares method was used to estimate the measurement and the proposed structural model. A multi-group analysis was also employed to determine the main differences between both wine umbrella brands. Findings – The main components that contribute to the creation of brand image were tested: functional image and reputation, and affective image. The comparison found that the values obtained for La Mancha are significantly inferior to those of Rioja as regards affective image. Research limitations/implications – The choice of two Spanish wine regions and the analysis of wine consumers who were purchasing in wine shops suggest future research works that will consider not only extending the number of wine brands studied, but will also cover other kinds of commercial establishments, differentiating the place of consumption or suggesting a variety of wine styles. Practical implications – The results obtained suggest the relevance of DOs in the commercialisation of wines, and consequently the activities and alliances that should be developed to improve the main components of brand image. Originality/value – A multi-group analysis focused on two Spanish DOs has been used to determine the strengths and weaknesses of each umbrella brand. The basis used for this has been the study of functional and affective aspects in one of the most traditional wine countries in Europe, Spain. This research is of value to academics, wineries and public institutions, as it may allow them to design marketing and commercialisation strategies.

Assessing brand personality associations of top-of-mind wine brands

Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.

Examining the role of wine brand love on brand loyalty: A multi-country comparison

This study develops and tests a model through a multi-country study that considers consumer wine knowledge and wine experience, wine brand trust and wine brand satisfaction as antecedents of wine brand love, and wine brand loyalty as a consequence of wine brand love. Data were collected in five wine-producing countries (Australia, Chile, France, Mexico and Portugal) with a final sample of 3462 completed surveys. Hypotheses were tested with structural equation modeling and the findings confirm the importance of brand love as both a mediator and direct influence on brand loyalty for wine consumers. Furthermore, brand satisfaction was positively and significantly related to brand love. In addition, wine experience, rather than wine knowledge, positively influenced brand trust and satisfaction. Finally, results also identify differences between countries thereby providing insights into how companies should focus their marketing strategies internationally.

Visual attributes of formation of wine brand

The article is devoted to the formation of the visual attributes of wine brand, namely packaging and label. Its tasks and functions in the formation of wine brand are determined. The means of visual impact on the formation and maintenance of wine brand are investigated. It is shown that the packaging and label create new trends in communications with the consumer. It is proved that the formation of a wine brand depends not only on global trends, government regulation, development strategy, but also on the correct design and use of visual attributes. During the fierce competition in the global and domestic markets, the development of a unique visual brand image of wine is an important tool in thecompetition for the consumer. Visual attributes influence the choice of consumers, so the need for innovative approaches in creating packaging and labels is an important element in shaping the wine brand. The role and importance of visual attributes in the process of forming of wine brand are identified in the article. Thus, the modern role of packaging and label goes far beyond its former purely protective functions, scope covers promotion, extending to communications of consumer with manufacturer or seller.

Comparison of sensory product profiles generated by trained assessors and consumers using CATA questions: Four case studies with complex and/or similar samples

Past research comparing sensory product characterisations from trained assessors to those elicited by consumers using CATA (check-all-that-apply) questions have shown that results are comparable. Yet, it remains to be established whether the use of CATA questions by consumers for complex products (e.g., wine) and in instances where the focal samples are similar (e.g., different brands of New Zealand Marlborough Sauvignon blanc white wine) delivers product characterisations similar to those from trained assessors using generic descriptive analysis. In four studies, this question was addressed. The product categories were white wine, raspberries, milk desserts and powdered drinks. The results supported previous findings to reveal that the two methods generated comparable results. However, the product characterisations were less similar in studies where samples were most similar and/or complex. Thus, while the validity of consumer-generated sensory profiles from CATA questions was confirmed, this approach to sensory product characterisation should be implemented with an understanding of its lesser ability to deliver nuanced product characterisations and identification of minor differences between similar and/or complex samples. Sometimes such detailed product characterisations are required; other times less detail will suffice. Which group of assessors and method to implement should, as always, be directly aligned with study objectives, and in the case of consumers using CATA questions, also include consideration of ability to concurrently elicit hedonic responses.

Effects of “owned by” versus “made in” for willingness to buy Australian brands

Purpose – The purpose of this paper is to examine the effects of economic nationalism and consumer ethnocentrism in the form of country of origin (COO) cues specifically “Made in […]” and “Owned by […]” on the product judgement of bi-national wine brands (brands with multiple country affiliations). Further, the role of consumer product knowledge is examined as a moderator of these xenophobia attitudes. Design/methodology/approach – A self-administered questionnaire was designed using established scales. A convenience sample was drawn from participants attending a major wine trade exhibition in Western Australia and university students. A variety of statistical techniques were used to analyse the data. Findings – High levels of economic nationalism and anti-foreign sentiment was so strong that respondents did not want products that had any association with a foreign country, regardless of whether the products are directly or indirectly related to a foreign origin. This suggests that Australian consumers are not any more receptive to bi-national brands; as such domestic affiliations have not diluted the economic nationalistic sentiment. Further, results confirm that Australian consumers use COO cues as part of wine evaluations. Consumers with low product knowledge are likely to rely on extrinsic country cues to reinforce their brand evaluation, whereas consumers who are more knowledgeable are found to base evaluations on intrinsic attributes rather than extrinsic cues. Research limitations/implications – Only respondents from Perth, Western Australia were chosen, thus limiting the representativeness of the sample. Other cultural contexts and product categories based on a larger sample size should be investigated in the future. Practical implications – This research provides useful consumer insights and new market entry implications in terms of advertising and branding strategies for international wine manufacturers and distributors who wish to expand globally. In addition, there are managerial implications for domestic market where local retailers, merchandisers, importers can avoid importing products originating from offending countries and take on opportunity to exploit and promote “buy domestic campaigns”. Originality/value – Conceptually, this study extends the existing COO literature by introducing bi-national brands into the model; expanding on country of ownership appeals in evaluating bi-national brands; and identifying the correlation between the economic nationalism and consumer ethnocentrism constructs. Further, this research can significantly help wine marketers to develop more effective positioning strategies. It will also help in the development of pricing and promotional decisions.

An effect of selection of a smoothing parameter on the performance of likelihood ratio models for solving classification task

The usage of likelihood ratio models is common in both the classification and comparison problem designed especially for evidence evaluation dedicated to physicochemical data. The presence of performance assessment method in the form of empirical cross entropy for such models is considered as an additional advantage. The combination of these two approaches provides the evidence evaluation along with probabilistic interpretation. Likelihood ratio models for physicochemical data are usually constructed with the use of kernel density estimation procedure that exempts from the need for parametric distribution choice. The use of nonparametric approach in the form of kernel density estimation procedure requires the choice of the value of smoothing parameter that targets the proper fitting of probability density estimate to the analysed data. The choice of the value of this parameter allows interference in the model and thus permits influencing its results.In this work, several approaches to the choice of the amount of smoothing are considered for uni- and multivariate classification likelihood ratio models. The impact of these approaches on the results of likelihood ratio models is considered in the context of correct classification rates and parameters derived from empirical cross entropy. The classification problems involved three datasets that can be of scientist's interest, namely the problems include determination of olive oil geographical origin, determination of wine brand designation and the usage category of glass samples.The application of different approaches to smoothing for considered likelihood ratio models shows the possibility of enhancing classification results. A trade-off problem between classification rates and empirical cross entropy parameters is emphasised. The method of constructing multivariate likelihood ratio models based on information-theoretical approach and their superiority over univariate counterparts is highlighted.