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The purpose of this paper is to explore the role of information about alcohol content, organic labelling and packaging on consumer preferences and willingness-to-pay (WTP) of non-alcoholic sparkling mock wines.

In a two-step study, the consumer’s expectations and overall liking of two novel brands of mock wines were investigated by focus groups followed by a common hedonic test combined with a choice experiment aimed at measuring consumer WTP. A total of 240 consumers were assigned to two tasting groups of equal size: all were presented at least one brand of mock wine, while drinkers also tasted a familiar brand of low-alcohol sweet sparkling wine. A paper-and-pencil choice experiment followed the tasting sessions.

The results demonstrate that participants in blind or manipulated “informed” conditions are not able to discriminate among mock wines and wine, whereas significant differences in preferences for brands under investigation appeared when labels and other information were disclosed. In effect, drinkers and non-drinkers did not differ in hedonic scores of mock wines. While younger participants exhibited the highest scores in blind liking, the overall expected liking is significantly higher for non-drinkers and women if compared, respectively, to drinkers and men. WTP for mock wines is influenced by taste, glass bottle packaging and the organic label, while mock-wine colour is not relevant.

Although limited in sample size and representativeness, this study has brought some new insights into the consumption of non-alcoholic mock wines. In this study, a significant influence of blind sensory liking on WTP is demonstrated. This result has theoretical implications: while the effect of product information on WTP is well established, the relationship between hedonic scores and WTP – while theoretically consistent – is not so clear-cut in the literature. Further research is needed to confirm/disconfirm these findings.

Sparkling no-alcohol mock wines, despite their sweetness, appear not different in taste to medium-to-low APV (7.5 per cent) sweet wines.

The paper suggests that marketing of mock (no-alcohol) wines needs careful branding to elicit significant hedonic effects, while interacting sensory (blind liking) scores with price information in choice models may help to represent taste heterogeneity in WTP estimates in a better way.

The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the company’s inception. Second, demonstrate that companies work with limited resources, typically and notably newly established companies, and that these resources should be allocated according to a carefully determined strategy. The resources focussed on in this case pertain to marketing. Third, examine entrepreneurial marketing and its various manifestations. An understanding of how this type of marketing is used by companies for international expansion is expected. Fourth, assess the role of digital marketing and how social media forms an important part of digital marketing. Particular attention is paid to the use of digital marketing, notably social media, in international expansion. Fifth, develop critical thinking skills with respect to strategic business decisions, such as whether to expand a business into foreign markets or to consolidate locally; and how best to penetrate foreign markets, given the nuances and complexities specific to these markets.

This teaching case is about The Duchess, a recently developed and launched virgin alcohol-free and sugar-free gin and tonic beverage. The adult soft drink was originally launched in South Africa, and just 18 months later became available in international markets (the UK and Belgium). The founders and protagonists of the case, Johannes le Roux and Inus Smuts, face the dilemmas of creating a competitive local brand while also looking to access new markets and internationalise as a born-global firm.

The target audience for this case comprises students enrolled in tertiary business education programmes who have already had some sort of work experience and hands-on exposure to real-world business. MBA and EMBA students, as well as those enrolled in post-graduate studies specific to marketing, international commerce and entrepreneurship, would be suitable candidates.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing

The appearance of a rapidly expanding range of ready-to-drink packaged beverages in the marketplace has been met with widespread consumer acceptance. The aim of this study is to profile the nutritional composition and dental erosive potential of a sample of beverages sold for consumption in Brisbane supermarkets.

In all, 44 beverages were assessed to determine their pH and titratable acidity. Information relating to nutritional composition was also collected.

Milk-based beverages had the highest energy concentration, while soft drinks, energy drinks, flavoured milk, and fruit and vegetable juice categories contained products with very high sugar concentrations (>10g/100ml). All beverages, except milk-based products and still water, had a pH of less than 4.8. Titratable acidity was highest for energy drinks and fruit and vegetable juices.

Energy drinks and fruit and vegetable juices had the highest sugar content and titratable acidity of all the beverage categories and so would be expected to have the greatest potential to cause oral health problems. Milk drinks had the highest energy concentration, but the lowest erosive potential. Regular consumption of many ready-to-drink pre-packaged beverages is therefore inconsistent with recommendations in current dietary and oral health guidelines.

Rather than considering nutritional composition alone, this study examined both nutritional and physicochemical properties of ready-to-drink packaged beverages to reach a more holistic assessment of their health impact.

Australian sales of hyperpalatable beverages (HPB) (a term used to describe naturally or artificially sweet beverages) have followed a consistent upward trend since 2000. The purpose of this paper is to examine HPB brand placements in the top 20 annual highest grossing movies in Australia in 2010-2014.

A content analysis was undertaken on the 20 highest grossing movies annually from 2010 to 2014. Movies were analysed according to the prevalence and portrayal of branded beverages.

In total, 35 per cent of movies contained an HPB brand placement. Movies were more likely to be classified M, MA15+, R/R18+, and categorised as comedy, or action/adventure genre. Soft drinks were the most prevalent category (60.9 per cent), and Coca Cola Company manufactured 40.6 per cent of the brands that were embedded throughout the movies.

This study revealed some of industry’s non-direct marketing strategies through HPB placement in movies. Findings suggest that further scrutiny is needed of the relatively underresearched medium of beverage advertising.

This study contributes to the scant research on dealcoholised wine from a consumer behaviour perspective by providing insight and reporting on the attributes that South African Generation Y consumers prefer when purchasing dealcoholised wine.

A two-phased research approach was adopted, involving a main quantitative phase, preceded by a qualitative phase. Data were gathered from 626 South African Generation Y respondents by means of a questionnaire. The best–worst scaling method was applied to 13 selected dealcoholised wine attributes, to measure the level of importance of each attribute. To gain more insight on the data, the best-worst scaling scores were further standardised to a probabilistic ratio scale.

“Taste”, “price” and “I have tried it before” were the most important attributes that respondents considered when purchasing dealcoholised wine. Furthermore, “taste” was by far the most important of all the attributes. The attributes of “back label”, “attractive front label” and “brand name” were identified as the least important by the respondents, suggesting that they did not consider the visual elements of a bottle of dealcoholised wine as particularly important in their purchasing decision.

The findings of this pioneering study contribute to the lack of knowledge about dealcoholised wine from a consumer behaviour and marketing perspective, and provide insights and strategies that can be used by stakeholders to enhance the dealcoholised wine market in South Africa.

This paper sets out to focus on the utilization of the locally available raw material to develop an acceptable and high quality non‐alcoholic beverage in Nigeria.

Maize‐based non‐alcoholic beverages were produced from either plain maize powder or combinations of maize powder and mango or soybean flour. Plain and fruit or soy‐ fortified maize powders were analyzed using standard methods for chemical composition, while total solid, sediment height, pH, titratable acidity, storage stability and microbial load were determined on the formulated beverage products. Taste panel evaluation was conducted to evaluate the acceptability of the products.

While the protein, fat and ash contents of plain maize powder were 5.69, 5.95 and 0.35 per cent respectively, there was minimal enhancement with fruit addition. However, with 10 per cent soybean addition significant improvement over the unfortified sample in protein (14.62 per cent), fat (10.64 per cent) and ash (0.96 per cent) was obtained. Sediment height was found to be higher for beverage with sour water and least for soy‐fortified beverage. Titratable acidity of beverage samples was found to be 0.022, 0.018, 0.054 and 0.306 per cent (per cent lactic acid) for plain, fruit‐flavoured, soy‐fortified and soured beverages respectively. Variation in titratable acidity was observed depending on the product and storage condition. Sensory evaluation result for beverage prepared with sour water (0–100 per cent) revealed preference for soured beverage with 80 per cent sour water. Also, fruit‐flavoured sample ranked highest in preference followed closely by the plain beverage, while soy‐fortified sample was the least acceptable.

The paper has demonstrated the feasibility of developing acceptable beverage samples from sour water (a by‐product of Ogi usually regarded as waste) and combinations of either maize powder and mango or soybean flour.

Although studies suggest alcohol abuse is not the major problem among offenders and others with intellectual disabilities (ID), it is still a significant problem. There are also suggestions that alcohol may have a more serious effect on those with ID. The purpose of this paper is to describe a treatment for alcohol-related difficulties designed for people with ID.

A programme for alcohol-related problems is described and four case studies are presented to illustrate the sessions and review the way in which people with ID have responded to the methods. The cases have a mixture of alcohol-related problems including anger, anxiety, social withdrawal and depression. The alcohol programme is coordinated with a range of person centred interventions for specific difficulties.

All cases responded to the programme positively. Two cases showed reductions in anger, two reported reductions in anxiety and one reported reductions in depression. All cases increased their alcohol knowledge considerably.

The programme seems promising in its approach to alcohol-related difficulties. It is noted that alcohol education alone is likely to improve participants’ wellbeing in the absence of coordinated intervention for other relevant personal difficulties. A controlled treatment trial for effectiveness is clearly required.

The paper describes a programme for alcohol-related problems and may be the first such programme that has contained pilot evaluation.

Based on the attitudes, opinions, predictions and insights provided by the USA and global key informants in the study, as well as recent activities in the marketplace, it seems likely that retailing and distribution will be impacted by growing consumer interest in, adoption of, and involvement with OLCISs. Around this premiss focuses on three questions: (1) where are we at the present time with OLCISs?; (2) where does a sample of key informants think we are headed?; and (3) what will need to happen to help us get there? On the basis of information and suggestions from informants and the authors′ personal experiences and insights, offers recommendations for needed changes in areas such as industry and systems, perceived price/value, service and product, marketing and education, and ease of use.

The consumption of alcoholic beverages has been a social custom throughout the world since the beginning of recorded history. Various wines, beers, and liquors have been a part of almost every culture since ancient times. The modern cocktail originated in Elizabethan England and quickly spread throughout the world. And just as new experiments continually add to the variety of known alcoholic beverages, new books appear describing these drinks and the recipes required to mix them. From yesterday's mulled wine and cider to today's Mai Tai, Margarita, and Tequila Sunrise, bartenders and home party planners refer to these sources when making both traditional and exotic drink recipes. This review is a comparison of thirteen currently available commercial bar guides. While libraries have not traditionally collected in the bar guide genre, every library should have at least one in its collection for use as a reference source or for patrons to use in their homes.

Purpose – This chapter illustrates how female university kendo club members participate in kendo-related hegemonic drinking in formal (heterosocial) and informal (homosocial) club settings. An alternative perspective on gender relations and identity politics in Japan is outlined in this chapter by describing the significance of hegemonic drinking for female kendo club members within homosocial spaces.

Methodology – As a participant-observer, an ethnographic method was applied for an 18-month period as a quasi-member of a Japanese Sports University Kendo Club. Key to accessing the female members' lived experience was the primary author's participation in daily training and the consumption of alcohol in various kendo spaces. The data discussed in this chapter were collected via semi-structured interviews, daily self-reflexive descriptive field notes and ethnographic interviews.

Findings – Hegemonic drinking practices in heterosocial university kendo club spaces encompass networking opportunity, transference of knowledge, and fortitude building, all of which are systemized to support the advancement of male members. Although female members are relatively obscured in heterosocial spaces, women mimic and engage in hegemonic drinking practices in homosocial settings to substantiate meaning to their membership.

Research limitations/implication – Research that engages with the intersection of sport and gender needs to consider aspects of social interaction not only of the physical component of the sport but also the other day-to-day activities related to it. The examination of women and kendo-related hegemonic drinking in this chapter provides an insightful perspective and highlights the value of the ethnographic method in unexplored places of enquiry integral to researching physical cultures and body politics in Japan.