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Abstract

Details

The Rebirth of Bourbon: Building a Tourism Economy in Small-Town, USA
Type: Book
ISBN: 978-1-83867-711-4

Article
Publication date: 29 April 2020

Alistair Williams, Glyn Atwal and Douglas Bryson

The purpose of this study is to identify how craft spirits distilleries use elements of the storytelling narrative as part of a storytelling marketing strategy.

1285

Abstract

Purpose

The purpose of this study is to identify how craft spirits distilleries use elements of the storytelling narrative as part of a storytelling marketing strategy.

Design/methodology/approach

A case study approach was undertaken based on seven craft distilleries in and around Chicago, IL. Data were collected from various sources including direct observation and secondary data based on online press coverage company websites and social media.

Findings

In the sample of firms, the authors identified the following seven categories of storytelling themes: craft, innovation, origins, myth, celebrity, provenance and collectability. These categories comprise both functional and emotional components which are strongly associated with the concept of authenticity.

Originality/value

This research is the first of its kind to investigate storytelling within the craft spirits sector. The results are relevant to develop strategies for marketing craft spirits brands. Findings are relevant for spirits distilleries in Chicago, IL but have transferable learnings for beverage categories who desire to stage meaningful, valued customer experiences.

Details

International Journal of Wine Business Research, vol. 32 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 February 1999

A. Martin and H.M. Haugh

The whisky industry of Scotland originates from the 15th Century when in 1494 the earliest record of distilling in Scotland was documented (www.scotch‐whisky.org.co). Since then…

1103

Abstract

The whisky industry of Scotland originates from the 15th Century when in 1494 the earliest record of distilling in Scotland was documented (www.scotch‐whisky.org.co). Since then the whisky industry has developed to become an intrinsic part of Scottish life and today generates vital employment opportunities and export revenue for the country. The realisation of the tourism and marketing potential of whisky distilleries in Scotland however only occurred in the late 1960s when the Glenfiddich, Glenfarclas and Glenlivet visitor centres opened (TMDA, 1995). Since then more than 44 distillery visitor centres have opened (SWA, 1999) and they now make a significant contribution to the range of tourist attractions in Scotland. For example, in 1995, six distilleries appeared in the top 50 visitor attractions in the Grampian region (GRC, 1995). The Malt Whisky Trail (MWT) is a collaborative venture between Aberdeen and Grampian Tourist Board, the Local Enterprise Company and a specific group if distilleries in the valley of the River Spey. Modelled on successful chateaux visitor trails in France, the first distilleries on the MWT opened to visitors in 1972, and the Trail now consists of a sign posted route, a planned itinerary and informative literature for seven distilleries and one cooperage in the region. This paper outlines the history, development and establishment of the MWT in North East Scotland, the performance of the distillery visitor centre in attracting visitors and adding value to the brand, and an evaluation of the costs and benefits of the MWT. The paper contributes to the literature in three ways: to further understanding of the link between an indigenous industry and tourism, to illustrate the use of co‐operative marketing between firms, and to provide a case study example from which other industries and regions can learn.

Details

International Journal of Wine Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 0954-7541

Keywords

Book part
Publication date: 30 November 2017

Bernard Forgues and Tristan May

A multimodal perspective highlights the importance of attending to the different modes, mostly verbal and visual, which organizations use when conveying messages. We complement…

Abstract

A multimodal perspective highlights the importance of attending to the different modes, mostly verbal and visual, which organizations use when conveying messages. We complement this perspective by adding an additional layer, namely the medium through which messages appear. We suggest that organizations can fine-tune messages not only by playing with possible interactions across modes, but also across media. We build our reasoning around the communication of identity claims. Specifically, we are interested in how identity elements are referenced in verbal and visual modes of meaning making, and how these modes interrelate both with one another and with the respective channels of communication on which they appear. We propose that organizations differentially select identity elements across diverse media and draw on specific identity elements modally in their quest for legitimate distinctiveness. We propose three ways in which multimodal identity claims interact: intensifying, in which messages draw from the same theme to reinforce claims; complementing, in which messages complement each other to enhance meaning; and transposing, in which a dominant theme in one message is transposed into another theme elsewhere. We provide an illustration with identity claims made by single-malt Scotch whisky distilleries.

Details

Multimodality, Meaning, and Institutions
Type: Book
ISBN: 978-1-78743-332-8

Keywords

Abstract

Details

The Rebirth of Bourbon: Building a Tourism Economy in Small-Town, USA
Type: Book
ISBN: 978-1-83867-711-4

Article
Publication date: 1 May 2006

Andrew Martin and Geoff McBoyle

The importance of forging partnerships has become popular in tourism, and there is little empirical research investigating co‐operative marketing associations, like Scotland's…

1889

Abstract

Purpose

The importance of forging partnerships has become popular in tourism, and there is little empirical research investigating co‐operative marketing associations, like Scotland's Malt Whisky Trail (MWT). With the management of the organisation undergoing change as a result of new directions within VisitScotland (the body with statutory responsibility for promoting tourism), this paper takes a timely examination of the options for future leadership and operation. The paper aims to examine the management issues that arise from the diffuse nature of the stakeholders’ positions and explores the inherent problems in administering this type of co‐operative marketing organisation.

Design/methodology/approach

Information for the paper was acquired through a series of in‐depth, semi‐structured interviews with representatives of each of the partners on the MWT. The work draws upon the theory surrounding public–private marketing partnerships, with the criteria for success in these being applied to the MWT.

Findings

This historically successful partnership required the varying stakeholder tensions to be reconciled and balanced among the distilleries which compete for market share, and between the priorities of public and private bodies. A number of leadership options are considered, in the recognition that the lead given to the MWT by its Chair will shape future direction. This future direction, of what is considered to be a mature partnership, polarises on either innovative developments at both member level and marketing of the MWT as a whole, or standstill.

Originality/value

This work gives an insight into successful long‐term public–private marketing associations. The MWT is at a crossroads in terms of leadership and development options. These two issues are linked, with the Chair influencing whether an innovative route is chosen, or the status quo maintained.

Details

International Journal of Wine Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 0954-7541

Keywords

Abstract

Details

The Rebirth of Bourbon: Building a Tourism Economy in Small-Town, USA
Type: Book
ISBN: 978-1-83867-711-4

Abstract

Details

The Rebirth of Bourbon: Building a Tourism Economy in Small-Town, USA
Type: Book
ISBN: 978-1-83867-711-4

Abstract

Details

The Rebirth of Bourbon: Building a Tourism Economy in Small-Town, USA
Type: Book
ISBN: 978-1-83867-711-4

Article
Publication date: 8 September 2020

P. Raghuram, Perumalla Sandeep, V. Raja Sreedharan and Tarik Saikouk

A huge number of events can affect the operations of a long and complicated supply chain. This paper deals with the development of a supply chain risk mitigation index (SCRMI…

Abstract

Purpose

A huge number of events can affect the operations of a long and complicated supply chain. This paper deals with the development of a supply chain risk mitigation index (SCRMI) based on a risk mitigation maturity framework. A comprehensive list of supply chain risks has been ascertained and segregated into risks faced at various supply chain echelons through a detailed literature review.

Design/methodology/approach

This paper is based on an extensive literature review and questionnaire to identify risks. order of magnitude analytic hierarchy process (OM-AHP) was used as the methodology to assess the prioritization of supply chain risks under two clusters, viz., Probability and severity leading to risk were tested in a distillery.

Findings

SCRMI was determined and used to categorize their maturity level in facing supply chain risks. Thus, organization can focus on improvements for their specific needs.

Research limitations/implications

The model was tested in the distillery industry. It should be tested in other contexts with other methods to provide generalizability.

Practical implications

This research provides direction to managers for choosing risk mitigation strategies based on the global supply chain environment. SCRMI can be a performance metric for the supply chain managers.

Originality/value

The manufacturer's readiness to take action in the face of disruptions in the supply chain is a critical challenge in today's complex business environment and SCRMI framework is instrumental in such business environment.

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