A varietal-specific approach to investigate wine risk perception in South Africa: Recommendations for Chenin blanc

Abstract

Purpose

This study aims to describe South African consumers’ wine risk perception on varietal level with recommendations for Chenin blanc.

Design/methodology/approach

An exploratory mixed methods approach was followed where qualitative data were used to develop the questionnaire. Quantitative data were collected from 2,051 respondents using an online survey. ANOVA and Fischer least significance difference tests were used to indicate statistical significance.

Findings

Significant perceived risks (PRs) associated with Chenin blanc across age and ethnic groups were functional, time and financial risks. Risk-reducing strategies (RRS) in the white wine category were favourite brands and a trusted store, while Sauvignon blanc was also described as an RRS. Recommended Chenin blanc RRS include tastings and events with food.

Research limitations/implications

Measurement of PR remains challenging. This research approach can be reproduced and/or adapted to investigate other struggling varietals and/or regions-of-origin. The convenience sample limits generalisability.

Practical implications

Segments were identified to develop new markets for Chenin blanc. RRS emphasise the importance of real sensory experience rather than media exposure to build knowledge and familiarity.

Originality/value

This study is a pioneering endeavour in terms of using an exploratory mixed methods research approach to investigate and describe risk perception of a specific wine varietal. Recommendations, with implications for strategic marketing decisions, are made for South African Chenin blanc.

Citation

Van der Colff, N., Pentz, C. and Nieuwoudt, H. (2019), "A varietal-specific approach to investigate wine risk perception in South Africa: Recommendations for Chenin blanc", International Journal of Wine Business Research, Vol. 31 No. 4, pp. 640-659. https://doi.org/10.1108/IJWBR-06-2018-0023