Lockshin, L. (2012), "Testimonial: Tony Spawton", International Journal of Wine Business Research, Vol. 24 No. 3. https://doi.org/10.1108/ijwbr.2012.04324caa.003
Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited
Testimonial: Tony Spawton
Article Type: Viewpoints From: International Journal of Wine Business Research, Volume 24, Issue 3
From a vantage point within the Australian wine industry, and experiencing the emergent role of marketing R&D through the 1990s, then observing his involvement in the International Office (later transitioning to the Organisation) of Vine and Wine (OIV), I note Tony Spawton to be an important and somewhat unheralded pioneer of research and evidence based marketing R&D within and for the sector.
His earlier commercial experiences in the wine trade, particularly that with a global export focus provided Mr Spawton with a keen, informed insight into likely future issues confronting the global wine sector; this created an excellent foundation for his later academic and international consultancy roles.
Within his academic, OIV and industry consultancy roles, Mr Spawton has engaged with and influenced an extraordinarily wide range of academic and professional bodies and a diverse array of international industry bodies, companies and students. He has demonstrated critical thought leadership, frequently in the face of reluctant and at times obdurate opposition as industry has gradually become aware of the now leading role of the market and consumer in determining success of the industry.
Tony’s significant contribution to the discipline of wine economics and marketing and to the wine sector is evidenced by his research papers, his editorial roles and his active participation in a range of international academic and intergovernmental activity. His contribution to the activities of the OIV was recognised in awarding him the OIV Order of Merit in 2011.
Tony Spawton’s extended contributions to the wine sector will be maintained via the now heightened role of marketing disciplines within the wine industry.