Search results

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

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.

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.

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.

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.

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.

This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.

A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.

Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.

The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.