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Restaurateurs' Attitude Toward Local Wines and Its Influence on Local Wine Purchases

Mark M. Gultek (Assistant Professor at Plattsburgh State University, New York)
Tim H. Dodd (Director tor the Texas Wine Marketing Research Institute, Texas Tech University)
Raymond M. Guydosh (Associate Professor at Plattsburgh State University of New York)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 2005



Restaurants represent a significant sales potential tor the wine industry and wineries attempt to develop this market in various ways. The two industries can effectively complement each other through combining their efforts. Wine producers can benefit from direct selling to restaurants because the process of direct selling can help wineries, especially newly developing local wineries, promote their wines and establish brand recognition. This research explores restaurateurs' attitudes toward local wines based on the investigation of the wine product attributes and types of restaurants that offer better opportunities for local wines. Findings indicated that attitudes of restaurateurs have a significant impact on purchases of local wine. Independently owned restaurants were also found to provide better opportunities for local wineries.



Gultek, M.M., Dodd, T.H. and Guydosh, R.M. (2005), "Restaurateurs' Attitude Toward Local Wines and Its Influence on Local Wine Purchases", International Journal of Wine Marketing, Vol. 17 No. 3, pp. 5-24.



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Copyright © 2005, Emerald Group Publishing Limited

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