Building Strategic Partnerships in Wine Marketing

Abstract

This study examines the relationship between U.S. wine distributors and wineries. Specifically, it identifies the factors distributors believe contribute to successful winery-distributor relationships. Web-based survey research was conducted with 81 usable responses received. Results indicate that wine quality, dependability of the producer, price, and personal relationship between the winery and distributor are the most important factors in determining whether a distributor will carry a specific wine in their sales portfolio.     

Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel

This study facilitates a better understanding of the socio-demographics and consumption dynamics of wine consumers using the retailing ‘platform’ of the winery tasting room with them as visitors to it in a wine region environment. The overall aim was to gain some insights on gender and age generation-related consumer behaviour, wine type preferences, and their link to retail channel behaviour. Systematic random sampling yielded a total of 659 useable surveys collected at various tasting rooms in the Niagara Peninsula Wine Region in Ontario, Canada. Specific differences exist in the wine consumption behaviour and wine type preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Whereas females and males do not differ much in quantity consumed and spend on wine, they do differ greatly in wine type consumption with females drinking significantly more white and males more red wine. Wine type consumption was shown to be moderated by not only classical demographic variables, but also by the retail outlets preferred for wine purchase. Females buy more of their wine from foodservice on-trade retail outlets such as restaurants, while Millennials frequent the tasting room channel much less than older consumers. There are strong indications that the higher the wine tourism activity level, the higher the wine consumption (usage) level of the consumers. It is possible to direct marketing strategies at wine consumers in accordance with their gender and lifecycle stage as far as certain behavioural and sensory aspects of the product is concerned. The winery tasting room is the most obvious retail channel vehicle to reach people with high tourism activity factor levels who also happen to be the high usage consumers in the wine market.     

Promotional efforts of muscadine wines and muscadine‐related products: the case of southern United States wineries

Muscadine grapes are native to the southern United States, where they have been grown and consumed for generations. Apart from extensive coverage provided in scientific research concerning their healthy properties, to date very little has been researched about other areas of the muscadine grapes, muscadine wines and related products. For example, in an era when the ‘local’ aspect of foods can have a strong impact on both consumers and food growers, very little has been researched from an entrepreneurial, marketing and (wine) tourism perspective. In this context, academic literature investigating winery operators' efforts in promoting and selling muscadine products through the cellar door is almost inexistent. The present study examines this area from the perspective of 31 operators of family‐run wineries located in several southern states. The findings demonstrate agreement among respondents about the critical need to promote the ‘local’ aspect of muscadine wines, as well as other value‐added muscadine products. Some operators refer to the need to support local/state farmers following ‘buy local’ slogans, while others are reacting at consumers' demands for local products. Arguably, as more muscadine wineries are established in some of the southern states, muscadine wines may become more popular and more accepted by mainstream consumers. However, muscadine winery operators are confronted by several challenges such as the lack of resources and support to invest in or expand their promotional efforts; in some cases, state legislation prevents operators from distributing their products outside the cellar door. With so many wines and other beverages consumers can find in retail stores and in the hospitality industry today, the strengthening of current promotional efforts at the cellar door and introducing consumers to a relatively unknown local product (as compared with Vitis vinifera wines) become critical for southern winery operators.     

Consumer Brand Loyalty in the Chilean Wine Industry

Worldwide, the wine industry has become tremendously competitive, with new world wine countries, such as Chile, Australia, New Zealand, and South Africa becoming relevant players. Consumers are increasingly offered a broad range of wine brands in supermarkets, restaurants, and wine stores. Consequently, wine marketing managers are required to develop strategies for building consumer brand loyalty for their own wines. This study attempts to investigate this issue and tests a model of antecedents of wine brand loyalty with 300 consumers from Chile, a new world wine producer. Results are analyzed with structural equation modeling (SEM). Our results indicate that wine brand satisfaction has the strongest relationship with wine brand loyalty. Additionally, wine experience is positively related to brand trust and brand satisfaction.     

Dynamic capabilities in the context of Brexit and international wine business: An exploratory two‐country study

This exploratory study proposes a conceptual framework based on the dynamic capabilities approach (DCA) to advance the understanding of firms' responses to turbulence, illustrated by the Brexit phenomenon. The case of wine producers is examined, with a particular focus on perceived impacts of and responses to Brexit among wineries predominantly involved in exports. Data from 281 mainly micro and small exporting Italian and Spanish winery firms were gathered. Various differences emerged in how both groups of businesses perceived Brexit's impacts, and how they planned to respond. Some of these ways revealed principles associated with the DCA, such as possessing critical organizational resources, notably, tangible, intangible, and human to create capabilities. Furthermore, while various comments denoted indecisiveness and uncertainty, others underscored the vital need to exploit opportunities through engaging with new international consumer markets. Overall, the proposed framework facilitates an in‐depth understanding of winery entrepreneurs' strategic behavior in response to turbulent situations.     

Wine tourism in the Mediterranean: A tool for restructuring and development

Mediterranean countries have long been associated with wine production. However, only recently, as regions come to face the implications of global rural restructuring, have wine and tourism been utilized for regional development and re‐imaging strategies. This article provides a review of the concept of wine tourism and its development. Using a number of case studies, the article then examines how the relationship between wine and tourism is being encouraged through European Union development programs and national and provincial government policies, and evaluates their relative success. The article concludes that wine and tourism are becoming increasingly integrated in tourist promotion and product‐development activities in the Mediterranean. However, their contribution to solving problems of rural restructur‐ing may be more problematic, and greater attention needs to be given to establishing stronger links between industry stakeholders and in adding greater value to the wine and food product in rural areas. © 2000 John Wiley & Sons, Inc.     

Mavericks and free trade: Chile's pivotal role in the formation of the FTAA

Bilateral and regional trade agreements are gaining importance as the World Trade Organization's negotiations sputter. The future of regional integration agreements (RIAs) depends not only on large countries such as the United States and Brazil, but also on small mavericks like Chile. This article examines the generic roles played by different players in the game to form the Free Trade Area of the Americas (FTAA), including Chile's pivotal role in helping the United States advance its objective of creating the FTAA in the face of Brazilian resistance. Managers need to understand the effect of realignment of trade arrangements on their sources of competitive advantage and adopt strategies to preempt their erosion. Other small countries that exist in the shadows of large hegemons that dominate developing‐country RIAs might benefit from lessons provided by Chile. © 2004 Wiley Periodicals, Inc.     

International marketing strategies in industrial clusters: Insights from the Southern Hemisphere

This paper examines co-operative marketing strategies among clustered-based firms in the most important wine producing and exporting countries in the ‘new world’. The research examines the development of active inter-firm marketing co-operation undertaken by firms to achieve competitive positioning in international markets. The results of a survey of managers located in Argentina, Australia, Chile and New Zealand are presented. The empirical contribution comes from the unique comparative data from regional clusters in four countries which are seen internationally as innovative producers and marketers, all strongly export-oriented, but at different stages of economic development and positioning in the global marketplace. In addition, this study makes a significant contribution to agglomeration theory by confirming the importance of sharing marketing knowledge to build sustainable competitive advantage in international markets. The theoretical contribution builds understanding of international marketing strategies within the Southern Hemisphere group of emerging countries and offers new insights on international marketing practices for emerging firms from both the developed economies in the Pacific Ocean region and Latin American emerging economies.     

Product,Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries

Abstract

Direct sales of wine and winery souvenirs to winery visitors is important in a number of regions throughout the United States and around the world. The attributes that influence winery visitors' beliefs can have a significant impact upon wine purchases, repeat visits, positive word-of-mouth comments, and upon future purchases at restaurants and other retail outlets. A study of winery visitors found four underlying factors from a list of 17 attributes. Regression results indicated that several wine, environment, and service attributes have a significant impact upon consumer attitudes and purchases. Product and purchase involvement were also found to impact purchase behavior.     

Much more at stake than Gewürztraminer: The U.S. Supreme Court's wine decision

The U.S. Supreme Court struck down the laws of 11 states that permitted in-state wineries to sell wine directly to customers in those states, but prevented out-of-state wineries from doing the same. While the wine decision will help wineries that serve customers via the Internet, its economic implications are much greater for markets such as real estate and automobiles. The Court's broad interpretation of the Commerce Clause has the potential to eliminate many of the protectionist practices that states have developed to shield local firms from out-of-state competition, particularly that fostered by the Internet. Consumers will save an estimated $23.7 billion per year if these protectionist practices are eliminated.     

关于旅游购物发展的研究——以贵州省为例

旅游购物对一国旅游收入的增长具有重要作用,也是发展潜力最大的领域之一。发展旅游购物对于一个国家的旅游经济发展而言至关重要。了解旅游购物的发展规律,总结成功经验,对于希望通过发展旅游购物,带动旅游经济增长的地区和国家而言至关重要。     

我国葡萄酒进口需求及产品异质性的实证研究

我国是葡萄酒净进口国,随着我国居民收入水平的不断提高,进口规模逐渐扩大,需要把握进口变化的动因,判断我国葡萄酒进口贸易的发展方向,从而促进我国葡萄酒贸易的健康发展。运用进口需求模型定量分析葡萄酒进口变化的主要决定因素,进而针对不同来源地产品之间的关系,用近似理想需求系统模型进行分析。结果表明,随着消费者收入的提高和进口关税的降低,我国葡萄酒进口贸易仍有很大发展空间;进口葡萄酒和国产葡萄酒存在差异化竞争,进口葡萄酒占据了我国高端市场;在我国的葡萄酒进口市场上,法国与智利和澳大利亚的产品具有异质性,智利与澳大利亚的产品表现为同质性。我国葡萄酒进口规模将逐渐扩大,国产高端产品需要一定的保护和培育。     

Small Firms in Regional Clusters: Local Networks and Internationalization in the Southern Hemisphere

This paper reports on a three‐country comparative study examining the internationalization of family winemakers in distinct regional wine clusters of Argentina, Chile, and New Zealand. In‐depth interviews were conducted with owner–operators, to understand the drivers and barriers to internationalization of their businesses. Key findings reveal that while size and age are not determinants of the ability or propensity to export wine, the existence of an independent industry body has a positive impact and greatly speeds up the internationalization process, providing an effective route for small firms to establish their very often, relatively unknown brand(s) in lucrative foreign markets.     

Consumer knowledge and its consequences: an international comparison

By far the theories of consumer knowledge are mainly estimated in the western countries. It is important and necessary to assess theory generalizability and model equivalence across different culture contexts. This paper intends to gain a preliminary understanding of the relationship between two consumer knowledge components and four product‐related task performances, with a focus on the influences of two psycho‐linguistic differences in cognition. Based on the results of our empirically multi‐group comparison of Chinese and French wine consumers, we find that consumer knowledge is a multidimensional construct in both cultural contexts. It appears that psycho‐linguistic differences largely affect the consumption task performance. Consequently different consumer knowledge components play different roles in consumption tasks and lead wine consumers to employ dissimilar information processing strategies in various cultural contexts.     

Movements of People for Movements of Goods?

Whilst it is well established to think of international tourism as a type of exports, namely ‘home’ exports, the potential of tourism flows as an engine for fostering trade among countries is a poorly studied topic. In this paper, we show that this relationship can be studied at a very detailed level by exploiting the disaggregation of existing information on international trade and inbound tourism. We consider a sample of 25 countries belonging to the European Union, a region that has been interested by common shocks such as the establishment of the euro as the new currency for many countries and the liberalisation in the air transport market. We carry out a panel data analysis by means of which we assess whether international tourist arrivals by a given country activate additional exports towards the same country. We find not only that tourism can promote exports, but also that this effect displays important differences depending on whether or not consumption goods are considered. This finding is consistent with the idea that the experience of tourists in a given destination reduces the fixed costs of trade, thus facilitating access to the advantages of international trade for more peripheral economies.     

Imagery and Consumption of Wine: A Southern United States Case Study

The present study examines images that wine evokes among frequent and non-frequent wine consumers, as well as factors driving wine choices (e.g., type of wine, country/region) and the level of consumption of wines from different regions?/?countries. The findings indicate that regardless of respondents' wine consumption level, wine evokes various positive memories, particularly related to pleasure, special occasions, relaxation food, and travel. However, lack of consumption experience of wines from different origin is noticed among the more frequent consumers. The importance of education is therefore emphasised to create a long-term link between the wine product and consumers.     

烟台葡萄酒文化旅游形象的塑造

烟台地处胶东半岛,既是一座滨海旅游城市,又是葡萄酒的重要产地。烟台的旅游形象要与其他滨海城市有所区别,应着力打造葡萄酒文化旅游形象。本文主要从葡萄酒文化旅游形象的设计,葡萄酒文化旅游产品的设计和葡萄酒文化旅游形象的促销宣传和保障四个方面来进行论述。通过物质、文化和环境的和谐统一赋予烟台独特的旅游吸引力。     

Exploring the Relationship Between Export Intensity and Exporter Characteristics,Resources, and Capabilities: Evidence From Chile

This study focuses on exporters in Chile in order to compare the characteristics, resources, and capabilities for export success (RACFES) possessed by high, medium, and low intensity exporters. Data for this study were collected throughan Internet survey of Chilean manufacturers that export. Of the 480 companies in the sample, 133 responded to the questionnaire consisting of 69 items, yielding a total response rate of 28%. The analysis of variance procedure was used to analyze linear items and the chi square procedure was used for nonlinear items. The results indicated that export intensity in Chile is very strongly associated with firms that are smaller in size, have had export operations for longer periods of time, are highly involved in foreign markets, and are vertically integrated with their international target markets. These firms have also been very successful in overcoming export barriers. They make greater use of promotional strategies to expand their export markets and use sales agents as a means for reducing distribution costs. These firms are more likely to have vertically integrated their Chilean operation with their international target markets and to have created working international networks. The major limitation of this research is that it was carried out in only one South American country, with a rather limited sample size. A practical implication of this study is that companies in small countries, endowed with comparative advantages based on natural resources, can successfully penetrate export markets by imitating Chile's thriving export companies. Export penetration factors for small, resource-based countries like Chile are not very different from those for large developed countries.     

MANAGING INTEGRATED MARKETING COMMUNICATION (IMC) THROUGH STRATEGIC DECOUPLING: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past

Firms increasingly leverage cultural sources of authenticity in their communication strategies to derive competitive advantage and brand value. The management of authenticity presents problems for brand managers. This paper draws on institutional theory by examining how firms deliberately decouple projected images from internal operations to create powerful brand images. The authors explore the strategies of 26 prestige wineries across 5 countries, and find that brand managers deliberately decouple outward images from internal practices, walking a fine line between remaining "true" to important values and real commercial considerations. The findings challenge whether integrated marketing communication (IMC) always requires tight integration with internal operations (the "one voice, one look" view of IMC). Our findings have particular relevance for niche marketers.