Wine Market Research Articles

Soil types as extrinsic cues differentially shape sensory perception of German Riesling wine

Despite the lack of consensus regarding the effects of different soils on wine flavour, the simplification of terroir to soil type has become increasingly common in wine marketing, particularly for German Riesling. To examine the effects of this strategy on sensory perception, twenty German Rieslings from four commonly marketed soil types (Buntsandstein, Löß, Muschelkalk, and Schiefer) were evaluated for aroma, taste, and mouthfeel attributes (rate-all-that-apply) by a panel of twenty wine experts, first without and then with each wine’s soil type given as an extrinsic informational cue. While ratings from the uninformed tastings suggest baseline differences among Rieslings from the various soils, the provision of soil type cues resulted in more extensive discrimination, particularly in terms of attributes related to minerality (earthy, chalky, marine, flinty, and salty). Soil type-dependent changes in ratings suggest distinct a priori conceptions for each soil shaped the panel’s expectations and differentially altered their perception, though further work is needed to determine whether nonexpert consumers would be similarly biased by these cues. For wine soil typing to be a viable marketing strategy, a well-defined “image” of each soil would need to be communicated to consumers, to ensure their expectations are set to trigger perception of the desired sensory properties.

Innovative Strategies and Transformations in the Montilla–Moriles Wine-Production Area: Adaptation and Success in the Global Market

This study examines the transformative changes in the wine industry of Southern Europe over recent decades, focusing on one of Spain’s oldest Protected Designations of Origin (PDO), Montilla–Moriles. The region faced severe challenges during the second wave of globalization at the beginning of the 21st century. According to the 1999 Strategic Plan for this PDO, far-reaching strategic actions were needed; 25 years later, however, fewer than half of the original companies remain. To understand this complex issue, a qualitative analysis was conducted using case studies and in-depth interviews with key stakeholders in the sector. The paper presents several success stories featuring companies with strong dynamic capabilities: Bodegas Robles, Lagar de la Salud, and Tonelería del Sur–Casknolia. These companies were selected for their notable growth, contrary to the general industry trend, their diverse strategies, and their role in revitalizing the Montilla–Moriles wine market. Their success is attributed to a blend of traditional expertise, innovation, sustainability, and strategic internationalization. The findings of this study reveal that despite the industry’s challenges, innovative initiatives can thrive by leveraging global market opportunities.

What about QR Codes on Wine Bottles? A Statistical Analysis of Technology’s Influence on Purchase Decisions Among Italian Wine Consumers

The growing significance of information availability about products for consumers represents a pivotal dimension in contemporary consumer behavior and decision-making processes. In the context of an ever-evolving global marketplace characterized by a huge number of choices, rapid technological advancements and increased consumer awareness, access to comprehensive product information has emerged as a fundamental factor affecting consumers’ preferences, choices, and satisfaction levels. There is a significant scientific gap on Italian wine consumers’ readiness to adopt emerging technologies. Therefore, the research objective is to investigate whether Italian wine consumers trust and are willing to use emerging technologies such as Quick Response (QR) code and Blockchain Technology (BCT) and to identify the factors influencing their acceptance. By examining and evaluating several crucial aspects in the context of wine purchases in Italy using an online survey, this work seeks to fill the gap in the literature. These crucial elements include customers' propensity for novelty, information-seeking behaviors, faith in new technology, and the intention to use them during wine purchasing. What can be derived is the positive interconnection between consumers novelty-seeking, information-seeking, intention to use the QR code and trust in emerging technologies. With other words, consumers’ information-seeking and novelty-seeking is interconnected and they positively determine consumers trust in technologies and their adoption. The implications of this study are twofold. Firstly, it enriches consumer behavior theory by providing new insights into how information availability and emerging technologies influence consumers’ decision-making processes, particularly in the context of the Italian wine market. Secondly, businesses can leverage these insights to enhance consumer trust and satisfaction, enabling them to make more effective marketing strategies, improve product transparency, and gain a competitive edge in the increasingly competitive wine market.

Market segments and pricing of fine wines over their lifecycle

Is the fine wine market segmented? The literature shows that this is the case for ordinary wines, and this has significant implications for hedonic analysis. We apply a finite mixture model to a 20-year dataset of auction prices. Our results reveal the existence of five segments in the fine wine market that differ in both their composition and the effects of scores, age, and market conditions on prices. This segmentation helps reconcile the divergent findings in existing research: some wines are highly sensitive to market conditions and have yielded significant returns (investment wines), while prices of other wines are primarily influenced by age (collectible wines) or quality (drinking wines). Our findings enhance the understanding of fine wine pricing and offer new insights into the age-price relationship, which is generally linear but varies by segment and vintage quality.

Exploring consumer sentiments and opinions in wine E-commerce: A cross-country comparative study

Wine e-commerce has witnessed a substantial surge in popularity over the past decade, with China, the United Kingdom, and the United States emerging as pivotal players in the global wine market. E-commerce, crucial for the food sector especially post-COVID-19, influences consumer choices through reviews and feedback, significantly affecting consumer engagement, satisfaction, trust, and purchase intentions. Despite extensive research on consumer behavior, there's a gap in understanding post-purchase satisfaction, especially within wine e-commerce. This study aims to address this by examining wine consumer feedback on leading wine e-commerce platforms in three prominent markets: China, the UK, and the US. It aims to help online wine sellers in developing targeted marketing strategies to enhance consumer satisfaction and sales in each unique wine market. Through text mining, the study reveals market-specific differences in consumers' sentiments, preferences, and aversions arising from their online wine shopping experiences, providing a detailed guide for wine producers and e-commerce platforms to optimize their products and online services.

Beyond terroir: a comparative analysis of Pinot Noir producers and business strategies in Burgundy, New Zealand and South Africa

PurposeThis paper aims to examine the convergence and divergence of business and production practices in the global wine industry, particularly focusing on Pinot Noir producers in Burgundy, New Zealand and South Africa (SA). This study explores the interplay between firm-specific factors and regional contexts to identify competitive advantage drivers among Pinot Noir producers.Design/methodology/approachThis research uses a comparative analysis approach, using data from a comprehensive winery level survey. This study applies methodologies akin to value chain analysis to unravel the configuration of productive and technology/knowledge creation activities within wineries across three regions.FindingsThis analysis reveals both convergence and divergence in business and production practices among Pinot Noir producers in Burgundy, New Zealand and South Africa. Although there is a degree of convergence in marketing, distribution and competition strategies, differences exist in production practices and firms’ capabilities. Burgundy emphasizes tradition and terroir expression, contrasting with the modernization and innovation focus observed in New Zealand and South Africa. However, all regions share a commitment to quality as a competitive advantage.Research limitations/implicationsThis study acknowledges limitations such as the focus on a specific grape variety and regions, the absence of performance impact analysis and the need for additional variables like environmental, institutional and cultural factors and consumer preferences to provide a comprehensive understanding of industry dynamics.Practical implicationsThe insights from this study offer practical implications for winemakers, industry stakeholders and policymakers. Producers can optimize production and marketing strategies based on regional contexts and market segments, whereas stakeholders can identify emerging trends and opportunities in the global wine market. Policymakers can develop targeted policies supporting innovation, sustainability and competitiveness.Originality/valueThis paper provides a unique contribution by conducting a comparative firm-level analysis across distinct wine-producing regions, shedding light on the nuanced interplay of factors shaping competitive advantage among Pinot Noir producers. This study’s comprehensive data set and methodological approach enhance understanding and offer valuable insights for industry stakeholders and policymakers.

The eyes have it: How do gender cues in wine labels influence U.S. women wine consumers?

Little is known about women wine consumers’ reactions to gender cues in marketing communication despite their increasing purchasing power. This research examines the effects of gender cues (feminine vs. masculine) in wine labels on women wine consumers' attitudes, sensory expectations, sensory evaluations, and purchase intentions. Two online experiments and one field test involving 462 valid responses from U.S. women consumers reveal that they hold more favorable attitudes and intentions towards feminine (vs. masculine) wine labels. The moderating effects of in-group gender identification and wine knowledge were discussed. This study responds to calls for more research about women consumers in the hospitality field and extends the application of gender schema theory to hospitality literature. The findings offer updated knowledge on how to approach gender in hospitality marketing, particularly wine marketing. This research enriches hospitality literature in terms of gender marketing and provides substantial practical implications for the wine industry.

Chemometric Approach Application in Modern Wine Studies

The wine market is affected by the origin of wines, but the current wine traceability system has some limitations. The idea of geographical authenticity and quality has increased as one of the most important parameters influencing consumers’ preferences. Chemical parameters such as total polyphenolic content (TPC), alcohol and organic acid content (total acids, malic and tartaric acids), and antioxidant activity were observed in this work at 15 dry white wines of varieties Pinot blanc, Riesling, Sauvignon blanc, and Chardonnay, which originated from three different countries. FTIR and spectrophotometry methods (TPC and DPPH) were used and chemometric approaches such as ANOVA and PCA were selected as the most important for evaluation. In general, high levels of malic acid, TPC, and antioxidant activity were detected in Austrian wines. Pinot blanc, Chardonnay, and Sauvignon from the same producing region in Austria showed higher results. The higher overall acid concentration was a distinguishing feature of the Slovakian Sauvignon and Riesling varieties, particularly in the case of tartaric acid. Austrian samples showed significantly higher antioxidant activity compared to Hungarian Chardonnay (p = 0.002) and Sauvignon (p = 0.007), comparable to TPC. The application of statistical analysis was useful in demonstrating many discrepancies, particularly by application of the PCA method.

British consumer perspectives on terroir in cheese

PurposeThis paper reports on a project looking at consumer perceptions of terroir in the UK, using cheese as a stimulus for the data collection.Design/methodology/approachData collection was based on a consumer survey using a discrete choice experiment which included a number of cues to, and stories about, terroir. Analysis of preferences produced three latent classes with varying attitudes towards terroir cues for cheese. There was also an open-ended question giving rise to a qualitative analysis of respondents understanding of the work “terroir”.FindingsWhen faced with the terroir cues most used some positively to make their choices. A PDO label and stories about the production region and method and business structure all generally offered positive utility.Originality/valueTerroir is a widely used term in the marketing of (especially) wine, particularly in Europe, offering a form of authenticity and has been very important in policies to sustain the economies of otherwise declining rural areas. It has been adopted by producers in the English-speaking world but is less widely recognised, by consumers. The significance of this study is that it is the first large-scale survey of British consumer perceptions around a key tool for rural businesses – terroir – and one of the first around a non-wine product, and it explores the stories which resonate most effectively with consumers.

The demand for sparkling wine: insights on a diversified European market

PurposeThe article aims to study the demand for sparkling wines in Europe. The main objective is to estimate the classic demand parameters aggregately for the entire European area (European Union and the United Kingdom) and separately for groups of countries characterized by wine markets with similar characteristics.Design/methodology/approachUsing 15-years market data for different wine categories from the Euromonitor Passport database, the estimation of price and income elasticities is performed through a Quadratic Almost Ideal Demand System. In line with the objectives, the model is applied first to the whole European area and then separately to the considered groups of countries (subareas). To identify homogeneous subareas, a cluster analysis was performed on basic characteristics of the wine market.FindingsWhen considering the European market as a whole, sparkling wines should be considered a luxury category with a high own-price elasticity. However, the structure of their demand is rather different in different sub-areas. The observed heterogeneity suggests that differentiated policy and marketing considerations should be made. In addition, it widens the possibilities for producers, who can choose the submarkets that respond best to their needs to export their sparkling wines. This seems particularly important in markets, like the sparkling wine ones, that are experiencing a continuous expansion over the last decades.Originality/valueDespite using a methodology well-established to study wine and alcohol demand, the study fills a considerable gap in the literature. Although the demand for sparkling wine is growing worldwide, so far only a couple of studies have engaged in the analysis of its structure. In Europe, the largest market for sparkling wine, this kind of studies is completely lacking.

Uncorking opportunities: a bibliometric review of wine marketing literature

PurposeThe wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.Design/methodology/approachThis integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.FindingsThe bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.Originality/valueThe study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.

Quality Regulation in the Global “Wine Periphery”: The Case of Late Imperial Rio de Janeiro (1880–1889)

ABSTRACT This article explores the consequences of the phylloxera crisis on Rio de Janeiro’s wine market, the resulting public health debate, and the administrative problem of quality regulation and consumer protection. As a peripheral market with relatively low purchasing power, the Brazilian capital became a destination for many cheap imitation wines from Europe and also developed its own artificial wine industry. By the mid-1880s this led to a fierce competition on Rio’s wine market, which in turn provoked an unprecedented public debate about wine qualities and public health. Thus, the article shows that the problem of food safety, brought to public attention by the wine question, occupied a central place on the health agenda of the medical profession as well as the government and health authorities in late Imperial Brazil, triggering regulatory interventions that followed European models.

Verseny és előny – A Decanter World Wine Awards magyar vonatkozású eredményei és azok összefüggése a borok árával

This study examines the relationship between Hungarian wine prices and the results of the 2023 Decanter World Wine Awards (DWWA). The study analyses the relationship between the DWWA and the prices of medal-winning Hungarian wines and the impact on the Hungarian wine sector. An analysis of the correlation between the Decanter World Wine Awards and Hungarian wines shows the price-shaping effect of wine competitions on the Hungarian and international wine market. By taking advantage of the recognition and credibility provided by the DWWA, Hungarian winemakers have the opportunity to position their wines in higher market segments, serving discerning consumers seeking premium and award-winning wines. Three regions seem to be best suited for this: Tokaj, Eger and South Pannonia (Villany and Szekszard). The winning wines will contribute to the economic viability and sustainability of the Hungarian wine industry, providing access to new sales channels, international recognition and promoting the unique and diverse Hungarian terroir. The medals achieved in this prestigious competition will facilitate market entry in competitive markets and foster cooperation with distributors and importers seeking quality-driven wine portfolios. Continued investment in quality development, sustainability practices and market diversification will be essential for Hungarian winemakers to capitalise on the success of the competition for long-term growth. In the future, the authors aim to conduct a study of the results of several years of competition, incorporating new perspectives.JEL Codes: E2, E3, F1, M2, M3

Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions

PurposeThis research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).Design/methodology/approachThe present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.FindingsThe findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.Originality/valueRecognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

Low-Alcohol and Nonalcoholic Wines: From Production to Cardiovascular Health, along with Their Economic Effects

This review aims to create a communication tool for low-alcohol and nonalcoholic wine production, catering to scientists, educators, students, and wine producers in the field. With health concerns regarding alcohol consumption, the need for information on low-alcohol wines is essential. This paper outlines the methods for the pre-fermentation (leaf area reduction, early grape harvest, grape must dilution, filtration of grape juice and addition of glucose oxidase), mid-fermentation (employing non-saccharomyces yeasts, using genetically modified yeasts through metabolic engineering, and controlling yeast nutrition), and post-fermentation (nanofiltration and reverse osmosis, osmotic distillation, pervaporation, spinning cone column, vacuum distillation, and multi-stage membrane-based systems) stages and their effects on wine quality. It also presents evidence of the impact of alcoholic, low-alcohol, and nonalcoholic wines on cardiovascular health. Finally, the potential market for low-alcohol and nonalcoholic wines is discussed. Key findings indicate a shift toward low-alcohol alternatives due to health, economic, and social factors and consumer interest in healthier lifestyles. Low-alcohol and nonalcoholic wines offer health benefits, particularly cardiovascular health, presenting an opportunity for winemakers to cater to a health-conscious market. From an economic perspective, the low-alcohol and nonalcoholic wine market is poised to grow and diversify its revenue streams. The development of high-quality low-alcohol and nonalcoholic wines, which can command premium prices, enhances profitability. The changing regulatory landscape in Europe, with a focus on transparency in alcohol labeling and nutritional information, aligns with the new consumer preferences and regulatory standards.

THE UKRAINIAN WINE DISTRIBUTION SYSTEM: FUNDAMENTAL PRINCIPLES AND FORMATION CHARACTERISTICS

The article is dedicated to exploring the network that governs the journey of wine from vineyard to consumer. This study delves into the core principles underlying the wine distribution system, highlighting its complexities and the key factors that shape its formation. The distribution system serves as a vital link between producers and consumers, encompassing various stages such as production, logistics, marketing, and sales. The article begins by examining the international wine market and changes in its main indicators, determines which factors affect the distribution system and defines the peculiarities and problems of the functioning system of wine distribution in Ukraine during the russsia invasion. This research article explores the key components of the wine distribution system, highlighting the unique challenges and opportunities at each stage. Moreover, this study examines how distribution channels are established and highlights the key characteristics of the wine distribution system in various countries around the world, including Ukraine. Highlights the importance of studying the factors that influence the wine distribution system, emphasizing its multifaceted impact on market efficiency, consumer satisfaction, regulatory compliance, and sustainability. The goal is to investigate various approaches to the formation of the wine distribution system and the activities of its subjects in various world markets and in Ukraine in a global, changing environment. The research was conducted using the following methods: systematic analysis of global reports and specialized publications and monographs; analysis and synthesis, induction and deduction; classification and analytical; graphic; analysis of recent research and publications. The information base consists of articles, reports that contain information about wine distribution systems, as well as their features of functioning.

Unpacking Stimuli and Barriers to Internationalization Across Export Stages: The Case of Spanish Wine Firms in China

ABSTRACTFirm internationalization has been analyzed from different angles based on various theories. However, qualitative research on the stability of the factors that motivate and hinder internationalization across the export stages in emerging markets is limited. This study builds on the “stages” theories of internationalization, providing a detailed analysis of the perceived stability of stimuli and barriers during the exploration, entry, and expansion stages. We focus on a sample of Spanish wine firms exporting to China—a key wine market, with annual growth rates of over 25% between 2000 and 2020. The results suggest that the perception of most barriers is stage‐dependent, varying over time as commitment levels evolve. The main stimuli, on the other hand, remain constant across the different export stages. Moreover, we find that firm size, international experience, and access to local and international networks are key factors that influence the evolution of firms' internationalization in China, while lateral rigidity continues to constrain the expansion of smaller companies. These findings contribute to a deeper understanding of the opportunities and challenges of doing business in an emerging market, particularly in the institutional context in China, as well as their evolution over different stages of internationalization. Furthermore, they offer insights into the dynamics of the Chinese wine market and the implications for European exporters.

Development of a qPCR method for classification of botrytized grape berries originated from Tokaj wine region

One of the best-known Hungarian products on world wine market is Aszú, which belongs to the family of Tokaj wine specialties and is made from aszú berries. An important condition for the formation of aszú berries is the noble rot of technologically mature grapes, which is caused by Botrytis cinerea. At the same time botrytized sweet wines are produced not only in Hungary, but in many locations of wine-producing areas of Europe as well as in certain wine growing regions of other continents. The determination of botrytization is mostly based on sensory evaluations, which is a highly subjective procedure and largely depends on the training and experience of the evaluator. Currently, the classification of aszú berries (class I and class II) is based only on visual inspection and determination of sugar content.Based on these facts the primary goal of our work was to develop a qPCR assay capable for objective rating and classification of aszú berries.The developed qPCR is highly specific and sensitive as can clearly distinguish between B. cinerea and other filamentous fungi and yeast species occur on grapes. Moreover, it is suitable for categorizing berries colonized by B. cinerea to varying degrees. Thus, the developed qPCR method can be a useful technique for classification of the grape berries into four quality groups: healthy, semi-shrivelled, Aszú Class II and Aszú Class I.

Research and Recommendations on Marketing Strategies for Small and Micro Wine Import Companies in China

The Chinese economy’s rapid growth has led to an increased standard of living and a shift in consumer preferences from price to quality, particularly in the wine market. The demand for imported wines has surged, with China becoming one of the world’s largest wine importers since 2016. The younger generation, aged 25 to 45, is particularly interested in wine, focusing on brand culture and the origins of the wine. This demographic shift, along with China’s economic openness and the rise of e-commerce, has created a thriving market for imported wines. Research on the wine industry shows that China’s wine imports have grown significantly since joining the WTO in 2001, with the EU dominating the import sources. The development of wine tourism has also provided new opportunities for the industry. In terms of marketing, it’s suggested that China learn from European wine marketing models, focusing on cultural marketing and differentiation strategies targeting young consumers. Consumer behavior analysis indicates that young consumers prefer wine during social gatherings and are influenced by education and travel experiences, while celebrity endorsements can effectively promote wine products. Thus, some marketing strategy recommendations are as follows: Small and micro wine import companies in China should focus on understanding consumer behavior and preferences, leveraging online and offline sales channels, and promoting wine culture to capitalize on the growing wine market.

Dos Hemisferios: putting high-quality Ecuadorian wines on the map

Learning outcomes The learning objectives include understanding the unique environment and challenges that business leaders face when developing new businesses in emerging markets, evaluating the firm’s internal and external environments, analyzing sales data and distribution channels and formulating new strategies. Case overview/synopsis Dos Hemisferios Winery, founded in 1999 as a hobby, grew into a family business. The Ecuadorian winery expanded production after winning an international award for its Paradoja blend in 2009. With a $10m investment in a new plant in 2017, the winery capacity increased to 500,000 bottles. President Robert Wright recognized the need to increase sales, aiming to sell at least 425,000 bottles annually at an average price of $8 per bottle to break even and become profitable in 2024. To tap into Ecuador’s top market in Quito, representing 46% of sales, Dos Hemisferios aimed to boost monthly revenues to $50,000 by addressing challenges such as low awareness and consumer reluctance. Initiatives under consideration included partnerships and events, winery tours, enhanced social media, new products and improved sales channel distribution. Complexity academic level The Dos Hemisferios case is appropriate for upper-division undergraduate and graduate students in global business and strategy courses. The learning objectives for the case study include: understanding the unique environment and challenges business leaders face when developing new businesses in emerging markets; evaluating the firm’s internal and external environments to determine its strengths, weaknesses, opportunities and threats; analyzing sales data and distribution channels for the business; and providing students with the opportunity to formulate strategies to gain more share of the Ecuadorian wine market. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.