Winery Managers Research Articles

Vinification and Enology, Based on Competencies

This book summarizes the competencies of a wine cellar supervisor’s job, based on its egress pro-fi le. The learning outcomes and global competencies for the supervisor formation process defi ne the performance criteria for fi ve units of competency (UC): 1) manage the crop harvesting and white and red grape receiving 2) manage the white and red fermentation; 3) manage oak handling, clarifi cation and fi ltration activities; 4) control the bottling process; and the transversal compe-tency, 5) control the food safety, quality assurance, record information, occupational health and safety and environmental requirements. The book begins doing a state of the art for competency-based education for the wine industry in Chile, discusses the defi nition of the egress profi le, and explains each UC. At the beginning of each UC, the work context and the performance criteria are displayed; thereafter, the knowledge is developed through questions and answers and fi nally, and each competency is demonstrated by pertinent photos and assessment criteria for the three knowl-edge dimensions (to be, to make and to know). Text synchronized with competency based teaching must be applied to secondary and tertiary education. The book is written for vocational education students and middle level winery managers who must comprehend how to be more competent through practical skills, and for university students who must apply theory to practice.Vinifi cacion y Enologia, basadas en com-

Vinificación y Enología, basadas en competencias. Un manual para estudiantes y profesores de Educación Técnica, sobre el trabajo competente en bodegas de vino

This book summarizes the competencies of a wine cellar supervisor’s job, based on its egress pro- fi le. The learning outcomes and global competencies for the supervisor formation process defi ne the performance criteria for fi ve units of competency (UC): 1) manage the crop harvesting and white and red grape receiving 2) manage the white and red fermentation; 3) manage oak handling, clarifi cation and fi ltration activities; 4) control the bottling process; and the transversal competency, 5) control the food safety, quality assurance, record information, occupational health and safety and environmental requirements. The book begins doing a state of the art for competencybased education for the wine industry in Chile, discusses the defi nition of the egress profi le, and explains each UC. At the beginning of each UC, the work context and the performance criteria are displayed; thereafter, the knowledge is developed through questions and answers and fi nally, and each competency is demonstrated by pertinent photos and assessment criteria for the three knowledge dimensions (to be, to make and to know). Text synchronized with competency based teaching must be applied to secondary and tertiary education. The book is written for vocational education students and middle level winery managers who must comprehend how to be more competent through practical skills, and for university students who must apply theory to practice. Editorial: Universidad Catolica del Maule Coleccion Tabor No 25 Talca, Chile ISBN: No 978-956-7576-45-6 150 pages, photos Date of Publishing: January, 2010 Available at: Centro de Extension UC Maule, Talca E-mail: extension@ucm.cl, cfredes@ucm.cl

Simulation and optimization software for alcoholic fermentation in winemaking conditions

The kinetics and duration of winemaking fermentations may vary considerably as a function of must composition and thermal conditions. This makes it difficult to manage tanks and power use in wine production. Modern decision support tools may help, but are difficult to use, as the underlying optimization problem is complex and its solution is time-consuming. We developed a decision support software based on a physiological model of yeast activity, including a mathematical model of heat transfer. The integrated decision support module uses fuzzy logic and a heuristic approach to provide efficient, rapid solutions to facilitate winery management at an industrial scale in various winemaking conditions. The applications of this software are illustrated using various realistic cases.

Importance of tasting rooms for Canary Islands' wineries

PurposeThe purpose of this paper is to explore the role of the tasting room for wineries from a re‐developing Spanish wine region, and identify the challenges winery owners currently face in their pursuit to market their wines through the tasting room.Design/methodology/approachBetween May and June of 2007 a total of 23 winery owners, managers and wine makers located in the Canary Islands were interviewed from a sample of 61 wineries identified in Tenerife and La Palma islands.FindingsThe findings confirm the vital importance of the tasting room as a marketing, branding, and educative vehicle for the wine product. Overall, wineries focus on the tasting room as a way to advertise and present their wines to visitors and passers by as part of a long‐term strategy, rather than as a way to make direct wine sales.Research limitations/implicationsIt is acknowledged that the sample of only 23 participating businesses may not be enough to make generalisations about the impact of the tasting room on wineries of the Canary Islands. However, the sample does provide useful insights into the benefits, issues and challenges of the tasting room in this context.Practical implicationsThe findings demonstrate the innovative and proactive spirit of winery management, including the push for quality and educating visitors, as key to survival and success in this very competitive industry. In this process, the role of the tasting room becomes critical to achieve those objectives.Originality/valueThe study provides new insights into the role of the tasting room in a Spanish wine region that has received very limited attention. The exploratory nature of this study also provides an avenue for future studies into an industry that is growing around a region's main income magnet: tourism.

Wine tourism in the Canary Islands: An exploratory study

Wine tourism is experiencing significant development in both new and old European wine regions. In the case of the Canary Islands, wine has been produced and traded for centuries; however, little is known about the current state or potential for wine tourism development in this archipelago, despite the fact that millions of tourists, including many potential wine tourists, visit the islands each year. In this exploratory study, the perspectives of winery owners and managers on wine tourism are examined. In-depth face-to-face interviews among 23 small winery operators reveal that the scope for exploiting wine tourism on the islands has been recognized and that many wineries are either already involved in wine tourism, including as part of a wine trail, or plan to be more involved in the future. Issues that challenge the development of operations' wine and wine tourism industry, including competi- tion from non-Canary Island wines and anti-drink-drive laws that inhibit passers by to consume wine at the cellar door were noticed. Operators stressed the need to find a balance between mass tourism and the niche produce of wine. Moreover, the findings identify avenues for future research on wine tourism development in the Canary Islands.

Gratuity purchasing at wineries: an investigation of the determining factors

PurposeWine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is to identify factors that predict gratuity purchasing at wineries. Specifically, the study seeks to investigate the role of gratitude and obligation, along with other consumer characteristics, in purchasing.Design/methodology/approachWinery visitors were sampled from six Texas wineries. A total of 357 questionnaires were analyzed. Hierarchical multiple regression, correlation and factor analyses were employed.FindingsGratitude and obligation were found to be strong predictors of purchasing at wineries. Visitors who feel grateful to personnel and/or obliged to buy wine are likely to spend more money at wineries. Involvement and knowledge also appear to be related to purchasing.Practical implicationsSince gratitude and obligation appear to be strong predictors of buying decisions, winery managers need to find ways to enhance visitor feelings of appreciation. Although developing a sense of obligation may have an impact on sales, obligation may also create feelings of not wishing to return. It is important for managers to consider the extent to which they would like to have people feeling obligated or guilty about making a purchase.Originality/valueThe research offers new insights into an understudied area of consumer behavior – the role of reciprocity in purchasing behavior. An innovative feature of this study is the development of a new instrument to measure gratitude and obligation.

Customer perceived value in a cellar door visit: the impact on behavioural intentions

PurposeThe purpose of this paper is to investigate the impact of customer perceived value on behavioural intentions in a cellar door context, and to examine the role of satisfaction as a mediator of the customer perceived value‐behavioural intentions relationship.Design/methodology/approachA multi‐dimensional measure of customer perceived value was used to determine which aspects of the cellar door experience were valued by visitors and how value dimensions impact on subsequent wine purchase intentions. Data collected from visitors to wineries of the Margaret River and the Swan Valley regions in Western Australia were used to empirically test a model of customer perceived value on behavioural intentions with satisfaction posited as a mediating variable. Multiple regression was employed to test hypothesised relationships.FindingsResults indicate that four out of five dimensions of customer perceived value (service quality, technical quality, price, and social value) have a positive impact on the behavioural intentions of cellar door visitors with overall satisfaction partially mediating the relationship.Research limitations/implicationsThe data were collected from only one country. Future studies can investigate customer perceived value relating to cellar door visits in a cross‐cultural context covering a wider spread of wine regions. Furthermore, longitudinal research could determine the impact of the customer perceived value dimensions on the actual purchase of the wineries' wines from retail outlets and restaurants.Practical implicationsThis paper provides winery managers with valuable information on how cellar door experiences can be improved across a range of different value dimensions.Originality/valueThis paper is the first to empirically test customer perceived value in a cellar door setting.

An Activity-Based Costing of Wine

Recent changes in wine consumption have given rise to an evolution in production processes that render useless traditional cost systems. In order to face the complexity and variety of the winemaking process, we propose to use an adapted Activity-Based Costing (ABC) system for the cost calculation of winemaking. This system gets valuable information about winemaking costs to assist winery managers in improving their business competitiveness.

Simulation as a pedagogical tool for managerial decision-making in a transition economy

Eastern European countries are undergoing a transition from centralized economic planning to more open economic systems. A team of Bulgarian and US researchers collaborated to study this problem, using a Bulgarian winery as the focus of their research. The study resulted in development of a business simulation of the winery, with the purpose of generating a pedagogical tool for knowledge acquisition by winery management as well as Bulgarian business students. This paper discusses the concept of simulation as a pedagogical tool, outlines the purposes of this simulation, reviews the development of this model using soft systems approaches, and suggests its applicability for any pedagogical learning situation but more specifically to the general operations of the firm at the microeconomic level of decision-making.

The greening of the California wine industry: Implications for regulators and industry associations

This study surveyed the environmental practices among Californian wineries (n = 203) and winery managers' perceptions of the pressures to improve environmental performance. We examined the extent to which external pressures and internal pressures encouraged higher levels of environmental stewardship and performance. Overall, we found ongoing progress in environmental performance. This progress was being driven by the commitment of winery managers who were highly receptive to the non-regulatory approaches to promoting sustainable practices then occurring in California. We discuss how our findings support the approach taken by the California Environmental Protection Agency (Cal/EPA), as well as the wine industry's Code of Sustainable Winegrowing Practices, of encouraging and assisting wineries to develop environmental management systems (EMSs). The Cal/EPA and the industry are driven by the conviction that EMSs can continuously improve environmental performance and promote beyond-compliance initiatives.

Wine Routes in Portugal: A Case Study of the Bairrada Wine Route

Over the last few years Portugal has been developing several wine routes, each one with its unique structure. Despite such development, research has been scant, particularly in evaluating their performance. This study uses the Bairrada Wine Route as a case study and attempts to make the first evaluation of the route. In doing this the study gathered data from winery managers about a number of issues. These included their initial objectives when their wineries joined the route; the problems and constraints that they have faced since then and the level of satisfaction with the route, especially regarding the investments made and jobs created. Additionally the study obtained their views on the actual management model for the route; advantages for their business; their views on current signage; partnerships and collaborations developed, and levels of demand. The study also gathered information about perspectives on the future of the route. The study was carried out in two stages. During the preliminary stage exploratory interviews were used and meetings attended in order to get an overview of the subject. During the second stage of data collection in‐depth interviews were conducted as well as observations at the wineries. The interviews were done with the managers of the wineries. The data collected allowed the development of the first evaluation of the Bairrada Wine Route.

Globalisation and Wine Branding

Wine is now a globally traded product, but it is still produced by thousands of small and large producers. They are faced with a rapidly consolidating of the retail channel This paper develops the concept of branding as applied to the wine sector through a detailed literature review and provides a segmentation scheme for wine consumers. It concludes with directions for applying branding concepts for managers of small, medium, and large wineries.

The Evolution of Events in the Australasian Wine Sector

The wine sector in Australasia has developed a number of regional events in order to promote wine and build regional identity. Despite the popularity and long history of these events little research has been carried out on their role for wineries and regions developing wine tourism strategies. The purpose of this project is to examine the use and evolution of regional wine events from a strategic perspective. Based upon seven case studies from Australia and New Zealand the authors argue that over time the nature and emphasis of events change. Preliminary findings indicate that events evolve through a series of stages, ranging from regional awareness through to brand enhancement and customer loyalty. Implications for event organizers and winery management are explored.

The Evolution of Wine Events in Australia and New Zealand: A Proposed Model

The wine sectors in Australia and New Zealand have developed a number of regional events in order to promote wine and build regional identity. Despite the popularity and long history of these events little research has been carried out on their role in wine marketing strategy. The purpose of this paper is to examine the use and evolution of regional wine events from a strategic perspective. Findings are based upon seven case studies from Australia and New Zealand. The authors argue that over time events evolve through a series of stages from regional awareness through to brand enhancement and customer loyalty. Implications of these changes for winery management and event organisers are explored.

Education in a West Australian Wine Tourism Context

Education is seen to be a key ingredient in today's wine marketing and an important tool for the winery in attracting and maintaining its consumer base in an increasingly competitive marketplace. Wine education therefore plays an important part in the health and future of the industry: ‘Wine education plays a key role in converting the occasional wine drinker into a dedicated wine appreciator.’ (The Australian Grapegrower and Winemaker, 1996). Until recently wine research has focused on the specialisms and technicalities associated with winemaking and neglected the importance of research activity into the motivations and behavioural patterns of the wine consumer. This paper will report on the findings from the initial qualitative research process. The exploratory stage involved identifying and conducting key informant interviews with owners or managers of wineries with an education focus in the Swan Valley and Margaret River wine regions. Focusing on the provision for consumer education within wineries in Western Australia, the research aims to identify current awareness levels amongst Australian winery owners into the value and importance of education to the wine tourist. Demandby wine tourists for educational provision within the winery setting was also examined.