The Expert Wine Taster

Abstract

It is intended to explore the use of an interesting research methodology in the relatively unresearched area of wine marketing. The literature on wine marketing is briefly reviewed, wine as a product discussed, the concept of opinion leadership is examined, and the verbal protocol research method explained. The project currently under way will then develop a model of expert wine tasting, confirm and refine it, from which marketing and research implications will be drawn.

Citation

Edwards, F. and Mort, G. (1991), "The Expert Wine Taster", International Marketing Review, Vol. 8 No. 4. https://doi.org/10.1108/EUM0000000001538