The impact of wine franchise laws on consumer choice and pricing: A comparison between Georgia and Florida
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 31 May 2013
Abstract
Purpose
The purpose of this paper is to compare and contrast wine sales in neighboring franchise law and non‐franchise law states in order to determine impact on wine price, consumer choice, consumer satisfaction, and stakeholder perception.
Design/methodology/approach
The study used qualitative interviews with 14 wineries, distributors, and retailers, statistical analysis of Nielsen Scantrack data, and an online survey of 401 wine consumers in Georgia and Florida, USA.
Findings
Results show statistical proof that Florida offers more wine selection and lower wine prices on matching brands than Georgia. Qualitative interviews indicate wineries, distributors, and retailers perceive differences in wine choice, price, and overall operating costs in these two states. However, there was no statistical difference between a sample of 401 consumers from Georgia and Florida when asked about their satisfaction level with wine choice and pricing within their state.
Research limitations/implications
For practical purposes, the research was limited to only two US states. It would be useful to duplicate this study in other states.
Practical implications
Practical implications include the need for new wineries desiring to enter franchise law states to carefully research regulations and distributors before making a commitment, as well as the social issue of less wine choice and higher prices for consumers in Georgia versus Florida.
Originality/value
This is the first empirical study in the USA to focus on the impact of wine franchise laws on consumer choice and wine price. It yields useful information that contributes to the body of knowledge for wine and policy research.
Keywords
Citation
Thach, L., Cuellar, S., Olsen, J. and Atkin, T. (2013), "The impact of wine franchise laws on consumer choice and pricing: A comparison between Georgia and Florida", International Journal of Wine Business Research, Vol. 25 No. 2, pp. 138-158. https://doi.org/10.1108/IJWBR-10-2012-0029
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited