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Article
Publication date: 1 February 1994

Joseph Fattorini

Whilst the phenomenon of the “wine snob” has been recognized for some years, particularly in the public imagination, the active use of wine “snobbery” to promote sales by…

Abstract

Whilst the phenomenon of the “wine snob” has been recognized for some years, particularly in the public imagination, the active use of wine “snobbery” to promote sales by retailers, particularly high street chains, has been avoided. This article discusses an apparent change in this policy, where the branding strategies of the major high street chains have developed the concept of “consumer as professional” in an effort to symbolically include some consumers in the mystique of the wine trade. This has been achieved by encouraging a process of consumer education, involving trade examinations, and using the symbols of wine production to merchandise wine in shops at the fine wine end of the market. The result of this strategy is to create a small but loyal group of highly knowledgeable (invariably affluent) customers, at the expense of excluding other, less knowledgeable, consumer groups who are targeted by less heavily branded shops.

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International Journal of Wine Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 1 November 1994

Joseph Fattorini

Styles of food journalism are defined by the audience that specificjournals wish to attract. In the UK this has led to contrastingrepresentations of food and catering in…

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1600

Abstract

Styles of food journalism are defined by the audience that specific journals wish to attract. In the UK this has led to contrasting representations of food and catering in different forms of media, specifically those aimed at, on the one hand, catering professionals and on the other, amateurs who retain an interest in food. For “amateurs” interested in food, the images of catering work presented in magazines and other media targeted at them is understood to be “genuine”, while for those who work in the trade there is resentment at what are seen as sanitized images that are taken for “reality” by amateur audiences. This leads to a situation in the restaurant where differing views of the world of catering and the ownership of “expertise” about that world leads to conflict between patron and customer. Furthermore, this conflict is increasingly expressed by both groups, as a result of easier access to the media.

Details

British Food Journal, vol. 96 no. 10
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 18 May 2021

Judy Rollins

Abstract

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‘Purpose-built’ Art in Hospitals: Art with Intent
Type: Book
ISBN: 978-1-83909-681-5

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Article
Publication date: 1 January 2006

Astrid Wargenau and Deborah Che

This research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved…

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3581

Abstract

Purpose

This research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved discovering the motivations, expectations, and successes of Southwest Michigan Wine Trail member wineries in developing horizontal and vertical alliances.

Design/methodology/approach

Semi‐structured, in‐depth interviews were conducted with individuals in charge of the wineries’ marketing activities (i.e. marketing directors and members of the marketing departments, winery owners). These interviews were recorded and transcribed. Activities fostered through the horizontal and vertical alliances were identified.

Findings

Alliances along the Southwest Michigan Wine Trail have furthered the development and marketing of wine tourism. The trail's member wineries have formed strong horizontal relationships, which include joint advertising, promotion, and production. They have also built vertical relationships with tour operators, lodging businesses, and restaurants that promote individual wineries as well as the wine region. Wine tourism has provided wineries with another sales outlet and established the wine region as a destination.

Originality/valve

This study contributed to the limited literature on the development and marketing of wine tourism in Michigan and in other emerging wine regions in the United States. For those working to further such rural/agri‐tourism, this research indicated that there is considerable growth potential through an increased presence in restaurants and in packaging with accommodations. Adding new specialized wine tours, wine festivals,geographical target markets, and a focus on wine education on‐site and at educational institutions can expand wine tourism and sales.

Details

International Journal of Wine Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 0954-7541

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