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1 – 10 of 21
Article
Publication date: 2 June 2020

Liz Thach, Sam Riewe and Angelo Camillo

The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from…

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Abstract

Purpose

The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US wine market to examine similarities and differences between age cohorts and their potential impact on future wine sales.

Design/methodology/approach

A quantitative survey was conducted with a quota sample of 1,136 US wine consumers located in all 50 states. Data analysis included one-way ANOVA analysis to test the null hypothesis that the generational cohort means are equal. If the test detected at least one mean difference across cohorts, then pairwise comparisons were performed to identify, which groups differed. The Tukey–Kramer method was used for all post hoc tests. Basic descriptive statistics were also calculated.

Findings

The results show some parallels in terms of similar consumption levels and a higher preference for red wine across all cohorts. However, on the majority of other common wine consumer research topics, Gen Z shows significant differences. Of specific interest, Gen Z consumers report higher levels of preference for sparkling wine than other cohorts; prefers to drink in social situations; are much more interested in labels and package; make decisions based on varietal and alcohol level and are much more engaged on Instagram and Snapchat social media platforms – all pointed to new marketing tactics needed to reach this new consumer segment.

Originality/value

This is the first empirical wine research study to explore the wine preferences and behaviors of Gen Z in the US market. This is valuable because Gen Z is a very large population of consumers, comprising 32% of the world population (Miller and Wei, 2018) and already represent more than $143bn in buying power (Dill, 2015). They are expected to have a huge impact on consumer products, not only in the USA but also on a global basis. Given that the USA is currently the largest wine market in the world in both volume and value (Wine Institute, 2019; VinExpo, 2018), it is important that research is conducted on this new and powerful generation.

Details

International Journal of Wine Business Research, vol. 33 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 20 August 2018

Liz Thach, Steve Charters and Laurence Cogan-Marie

The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align…

Abstract

Purpose

The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes.

Design/methodology/approach

A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature.

Findings

Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation.

Originality/value

This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.

Details

International Journal of Wine Business Research, vol. 30 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Content available
Article
Publication date: 1 March 2005

Golbou Ghassemieh, Liz Thach and Armand Gilinsky

The questions of when and what types of human resource (HR) support are needed tend to be unanswerable for small and medium-sized enterprises (SMEs). This article…

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Abstract

The questions of when and what types of human resource (HR) support are needed tend to be unanswerable for small and medium-sized enterprises (SMEs). This article addresses this gap in the strategic HR literature. Hiring, training, employee retention/satisfaction, wages and benefits programs, and worker's compensation insurance are important to SMEs seeking to build strong capabilities and resources and to increase their competitive advantage.This article presents an analysis of the existing HR literature for SMEs. It introduces a decision model to help SMEs choose a cost-effective HR strategy, listing a range of options from hiring the HR function to electronic HR (eHR) and outsourcing

Details

New England Journal of Entrepreneurship, vol. 8 no. 2
Type: Research Article
ISSN: 2574-8904

Article
Publication date: 7 June 2011

Steve Charters, Natalia Velikova, Caroline Ritchie, Joanna Fountain, Liz Thach, Tim H. Dodd, Nicola Fish, Frikkie Herbst and Nic Terblanche

The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.

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Abstract

Purpose

The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.

Design/methodology/approach

A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.

Findings

There were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne).

Research limitations/implications

Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation.

Practical implications

Marketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.

Originality/value

No trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.

Details

International Journal of Wine Business Research, vol. 23 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 16 March 2012

Janeen Olsen, Liz Thach and Liz Hemphill

The purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine…

2070

Abstract

Purpose

The purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine. Specifically, the authors consider the role of environmental protection and hedonistic values and their impact on organic wine purchases.

Design/methodology/approach

Hypotheses are proposed to examine relationships between environmental and hedonic values in organic wine purchasing. Online survey data were collected from 321 wine drinkers in the USA. Partial least‐squared analysis was used to test hypothesized paths between latent variables.

Findings

In total, ten of the 13 proposed linkages were supported by the data. Values reflecting the need for environmental protection and for living a hedonistic life were found to lead to belief systems that influence the purchase of organic wines.

Research limitations/ implications

The results demonstrate that hedonistic and environmental protection values and beliefs can partially explain the propensity to purchase organic wines. The study is limited in that only two values were investigated.

Practical implications

The results indicate several marketing implications for professionals around communication, promotion, and point‐of‐sale information for organic wine.

Originality/value

This is the first study to integrate environmental and hedonistic values to explain the purchase of organic wines.

Details

International Journal of Wine Business Research, vol. 24 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 21 March 2008

Janeen Olsen and Liz Thach

The purpose of this paper is to present a model for promoting professional sales in winery visitor centers, as well as the results of an exploratory study to test the model.

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Abstract

Purpose

The purpose of this paper is to present a model for promoting professional sales in winery visitor centers, as well as the results of an exploratory study to test the model.

Design/methodology/approach

A survey methodology was used to evaluate the sales behavior of winery personnel in three popular wine tourist regions of California, USA. In total, 284 mystery shopper evaluations were completed and analyzed. In addition, a professional sales model for winery visitor centers was developed based on secondary sources drawn from the literature.

Findings

Results indicate that some of the winery visitor centers have adopted professional sales techniques and trained their staff to perform these tasks, but there is still ample opportunity to improve. Sales presentations could become more interactive in many cases, and relationship and trust building actions could be emphasized more.

Research limitations/implications

The study was limited to three wine regions in California, and only provides descriptive statistics of service and sales in the tasting room. Further testing of the model in new locations with expanded statistics would be useful.

Practical implications

The study highlight effective professional selling tactics used in winery visitor centers which could be adopted by managers. It also identifies areas for improvement.

Originality/value

This paper introduces a new model on professional sales in winery visitor centers. This is the first of its type to be applied to the wine industry for direct to consumer sales.

Details

International Journal of Wine Business Research, vol. 20 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 March 2004

Elizabeth C. Thach and Janeen E. Olsen

Recent marketing debates in the wine industry highlight two distinct viewpoints on how new wine consumers are created — through lifestyle choices or via lifecycle…

2177

Abstract

Recent marketing debates in the wine industry highlight two distinct viewpoints on how new wine consumers are created — through lifestyle choices or via lifecycle maturity. Qualitative research with a quota sample of American wine drinkers suggests that lifestyle choice is the more reliable source for new wine consumers. Based on the research results, several wine lifestyle options are identified and described. In addition, suggestions for further quantitative research models are recommended, as well as marketing strategics to capitalise on the wine lifestyle selections.

Details

International Journal of Wine Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 0954-7541

Keywords

Article
Publication date: 1 August 2006

Linda Nowak, Liz Thach and Janeen E. Olsen

The purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of…

7763

Abstract

Purpose

The purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand equity for the winery.

Design/methodology/approach

A survey was developed to evaluate winery tasting room experiences based on standardized brand measurement scales. In total 80 millennials visited tasting rooms and then completed the survey to evaluate their experience.

Findings

The results of this research empirically support the anecdotal evidence that, through positive emotions associated with the tasting room experiences, wineries can cultivate relationships with millennial customers that may lead to long‐term, profitable relationships through continued patronage and brand loyalty.

Originality/value

Practical application of this study suggests that carefully orchestrating a tasting room experience to create a positive experience for the millennial customer appears to be a critical component of post‐purchase attitudes and building brand equity. In addition, customer commitment, product quality, service quality, and fair pricing are also significant predictors of brand equity.

Details

Journal of Product & Brand Management, vol. 15 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 June 2001

Liz Thach and Mark Nyman

As the number of mergers and acquisitions (M&As) continues to increase on a global basis, more leaders are called upon to develop their M&A transition skills. But what is…

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Abstract

As the number of mergers and acquisitions (M&As) continues to increase on a global basis, more leaders are called upon to develop their M&A transition skills. But what is the role of a leader when it has just been announced that their organization has been acquired or merged? How do leaders keep themselves and others motivated and focused on work goals, customer satisfaction, and revenue growth? This article introduces an M&A leadership model, describing six skill categories leaders should develop to support themselves, their employees, and their organizations through successful M&A transition.

Details

Leadership & Organization Development Journal, vol. 22 no. 4
Type: Research Article
ISSN: 0143-7739

Keywords

Article
Publication date: 16 November 2015

Janeen E. Olsen, Tom Atkin, Liz Thach and Steve S. Cuellar

The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics…

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Abstract

Purpose

The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and relationship with wine.

Design/methodology/approach

The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis.

Findings

The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments.

Practical implications

The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals, wines from different countries, various price tiers and include creative packaging and sustainable messages in their presentation.

Originality/value

This paper presents research addressing an important construct for wine marketers attempting to introduce new products and build brand loyalty.

Details

International Journal of Wine Business Research, vol. 27 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

1 – 10 of 21