International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 2006



Howley, M. (2006), "Editorial", International Journal of Wine Marketing, Vol. 18 No. 1. https://doi.org/10.1108/ijwm.2006.04318aaa.001



Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited


The continuing international nature of the journal is underlined in this edition in that only one of our five contributions originates in the UK. This is a study by John Pratten, of Manchester Metropolitan University, of the Development of Pub Marketing in the UK. While it might not appear to deal directly with wine it is included because public houses constitute an important channel of distribution for wine, as well as other alcoholic beverages, in this country.

Two of our contributors have looked, using different methods, at how consumers use visual cues to assess wine quality. David Priilaid, of the University of Cape Town, has written on the relationships between extrinsic cues and the assessment of quality of South African red wine while Benedetto Rocchi and Gianluca Stefani, of the University of Florence, have produced a study of consumers' perception of wine packaging.

Deborah Che and Astrid Wargenau, from Western Michigan University, have contributed one of the many pieces we receive on the relationship between wine production and tourism. In this case they look at Wine Tourism in Southwest Michigan and, as well as being a scholarly piece of work, I think that subscribers will find that it provides a most interesting one. Finally Ian Taplin, of Wake Forest University in North Carolina, has contributed another interesting article on the changes occurring in the marketing of premium Californian wine.

We still receive very few would-be contributions in the field of wine retailing, which is an area we would like to develop. Similarly we would welcome future contributions on the marketing of wine in in-flight catering as well as on other forms of transport.

Michael Howley