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Wine tourism is a major public relations medium and for many wineries a major source of revenue. This article uses theories of brand equity to develop cellar door strategies. These theories are supported by previous research into product involvement with wine, which shows that high and low involvement wine buyers behave differently. The two segments must be catered for differently if a winery is to build its overall reputation and brand equity. Wineries can enhance their long‐term market‐based assets through building customer relationships at cellar door. Strategies and examples are provided.

Using a clusterwise regression analysis of French and Australian wine consumers, the authors explore the question of whether global marketers, who target the same segment around the world, are using a better strategy than international marketers who segment each national market and target the most attractive ones. Using involvement as a segmenting variable, several clusters were found, some warranting the global approach and others more suited for the nationally focused one. Based on the description of each segment, various strategic options appear to be open to retail marketers.

The growing wine market in India presents a tremendous opportunity for marketers to formulate a strategy targeted at the Indian consumers. The purpose of this paper is to identify the attributes that are important for young wine drinkers in their selection of wine, the preferred option within the identified attributes and the relative importance consumers place on the identified attributes.

In-depth interviews were carried out to identify the attributes of primary importance in the wine selection process. Subsequently, conjoint analysis was conducted on the data collected through a survey of 252 respondents which ranked purchase intention of profiles derived from an orthogonal design.

In-depth interviews revealed five factors as important in the choice of wine, namely, price, brand, taste, origin and type of the wine. The results of conjoint analysis showed price as the most important factor, followed by the type of the wine. Red was the most preferred type. Brand, taste and origin follow up in that order of importance with millennials preferring to buy familiar brands, sweet wines and of Indian origin.

The study contributes to the wine consumer behaviour research by identifying the attributes that are important for marketing of wine to the large segment of Indian millennial consumers. The findings will help marketers to better position their wines in the Indian market. The study will also aid in the development of product, branding and pricing decisions.

The purpose of this paper is to examine what factors and assortment of factors on wine back labels, representative of those found in the US market, appealed to consumers. Moreover, what changes to wine bottle characteristics and standard wine composition appealed and could affect their purchasing decision.

Data were collected through an online survey of 910 wine consumers who resided in Metropolitan Philadelphia and New York City.

Based on conjoint analysis, averaged importance for food-wine-pairing information on wine bottle back labels was greater than both how to contact and connect with the winery and winery background information. Within the pairing information factor, description of food-wine-pairings and symbols of food-wine-pairings received positive utility values, indicating consumers preferred these options more than having no pairing information present. Consumers who purchased wine at least once a week were more positively impacted by the alternatives presented, with influence decreasing as purchasing frequency declined. Wine purchasing frequency is related to the number of wine drinkers living in a household and wine consumption within a household is most often a shared consumption activity. More females drink wine but the consumption frequency of males is higher.

Producers considering changing either the wine composition or a bottle characteristic should note that, based on frequency of wine purchasing, changes that may invoke a positive response are: decreased calorie content, wine made from “sustainably farmed” or “naturally farmed” grapes, and producing USDA Certified Organic wine.

This study is the first to investigate what changes to extrinsic cues in the form of wine bottle and back label characteristics and to the wine composition (taste) intrinsic cue appeal to consumers in the US market and might influence their purchase decisions.

Wine marketers realise that to increase the overall size of the wine consuming population they must make wine more approachable and easier to understand. As it now stands, many consumers lack confidence in their ability to select a wine for either their own consumption or to share with others. Therefore, understanding the role played by consumer self‐confidence is especially relevant to marketers of wine, and the need to accurately measure the construct is important to scholarly research. Recently, the development of a scale to measure consumer self‐confidence has appeared in the consumer behaviour literature (Bearden, Hardesty and Rose, 2001). This study first adapts this consumer self‐confidence scale for use in wine‐related research. Next, the impact of six distinct dimensions of consumer self‐confidence on three different wine purchase situations is demonstrated. Results show the scale has the potential to inform both researchers and marketers about consumers' self‐confidence related to wine purchases.

Fungus-resistant grape varieties (FRGVs) are the key to more environment-friendly wine growing. This paper aims to examine whether German consumers are willing to buy environment-friendly wines. The study focuses on reducing the amount of fungicides applied and the improvement of the carbon footprint, which are both related to the FRGVs . Furthermore, a cluster analysis leads to more insights into the consumer groups that are open to environment-friendly wine.

A choice experiment was conducted among 1,500 German wine drinkers with the following attributes: “reduction of pesticides”, “reduction of carbon emissions”,“familiarity with the grape variety”,“organic certification”, the slogan “better for the environment” and“price”. The individual-level, part-worth utilities were estimated using the Hierarchical Bayes method. The Ward’s method was used to cluster the individual-level, part-worth utilities. The participants’ wine involvement and environmentalism are used to further analyse the sample.

The most important attribute is “price”, followed by the “familiarity with the grape variety” and the “reduction of pesticides” and of “carbon emissions”. The least important attribute is “better for the environment”. The cluster analysis results in three clusters: the green-minded, the traditionalists and the price-minded.

The insights about the consumer acceptance of environment-friendly wines can be used to market these wines more effectively to consumers.

This is the first study that combines a choice experiment with attributes that are derived from the benefits of fungus-resistant grape varieties.

The purpose of this paper is to focus on both the sales effects of free wine tastings and the effects on attitudes towards future purchases four weeks after the tastings.

Store scanner data for the four weeks before and after each of ten wine tastings are used to measure the effect tastings had on sales. A total of 170 consumers, who attended a free tasting in wine shops across 4 cities, are interviewed as they leave the store and 37 of these consumers respond to a call back survey one month after the free tasting.

Scanner data shows a 400 per cent increase in sales of the wines tasted on the day of tasting, and a small but significant effect on sales during the four weeks afterwards. The survey shows that there is no difference in purchasing between those attending a tasting with the intention to purchase and those just stopping by. Both groups purchase at about the same rate. Only about 33 per cent of the attendees purchase; the other two‐thirds are boozing.

Free tastings boost immediate sales just like most price promotions, but the effect on the intention to purchase is stronger for those who made a purchase. The study is conducted in one country among a small number of buyers, which limits its generalisability.

The results and implications of this research can be used by retailers and wine companies to make more informed decisions about free tastings. From this small study, attracting the maximum number of tasters to increase sales and long‐term purchasing intentions would be recommended.

The purpose of this study is to understand consumers in the emerging wine market of India to ensure the best services. To this end, factors were identified to describe Indian wine consumer behavior and further segments for consumers were created based on the factors identified.

The research design is descriptive in nature and based on primary data. Data was collected by a structured questionnaire from 232 respondents in five major cities of India (Mumbai, Delhi NCR, Bangalore, Pune and Hyderabad). The scale was mainly adopted from wine-related lifestyle approaches.

The principal component factor analysis resulted in six factors, namely, drinking ritual, consumption reason (social), consumption reason (mood, enjoyment and relaxation), consumption practice, consumption planning and quality. Cluster analysis resulted in a three-cluster solution. These clusters were named as cautious social drinker, loner regular drinker and highly engaged drinker based on the attributes possessed.

The segmentation of urban Indian wine consumers will be helpful for marketers to identity and describe the differences in attributes and behaviors, to create customized promotions to match the needs.

Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products.

A model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model.

Support has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption.

The sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated.

The findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies.

This study has helped to expand the understanding of interactive and mediating forces that drive wine consumption.

Although previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.

Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators..

The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded.

Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions.

By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.