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This introductory chapter provides background information and an organizational structure for the book. The authors begin with a brief history of the research project that undergirds the work presented in each chapter. Drawing from the fields of enology and viticulture, the authors introduce the concepts of terroir, millerandage, and appellations as section headings that help to frame brief descriptions of each chapter. The authors conclude with an invitation for the reader to engage with the authors in a discussion about the contents of the book.

In this chapter, the author draws on a historical case study of the Australian wine industry to explore variations in collective agency. The inductively derived process model illustrates the emergence of a new profession of scientific winemaking, which unfolds in three phases. Each phase is characterized by a distinct form of agency: distributed agency during the earliest phase, coordinated agency during later phases, and orchestrated agency during consolidation. In addition to exploring the temporal shifts in agency, the study includes a detailed analysis of the early stages of distributed agency, examining how collective agency is achieved in the absence of shared intentions.

This paper aims to investigate how producers of biodynamic and sustainable wine portray their brand identity online.

The study uses an inductive approach to qualitative content analysis of wine producers’ websites. The authors use a theoretical starting point based on the categorizations literature related to institutional scripts and identity projection.

Producers adopt identity templates similar to the provenance and glory templates established in extant research. They demonstrate templates of community, quality, spirituality and sustainability, but there is a break in the templates, and they adopt a pseudo-rationalist template, avoiding detailed descriptions of practices and underpinning philosophy, leaving any references to them opaque and ambiguous. This may be due to concerns over scientific skepticism or spiritual suspicion, or anticipation of a lack of consumer knowledge.

The geographical location of the sample poses limitations to the results of the study. However, the study provides an examination of the nuances of self-categorization as it relates to identity projection, prompting further investigation into its positive and negative potential.

Research on the connection between quality perceptions and experience and credence attributes suggests producers should do more to emphasize the philosophy underpinning biodynamics.

The study contributes to research on marketing for inherently sustainable producers who may suffer potential negative reactions in general and biodynamic wine producers in particular. This study provides nuance to the understanding of negative reactions to novel and innovative wine production practices.

Tasting experiments involving willingness to pay (WTP) have grown over the past few years; however, most of them occur in formal wine-tasting conditions, removed from real-world experience. This study aims to conduct experiments on wine appreciation and willingness to pay in both settings, to allow a comparison of how tasters reached conclusions in different situations.

The authors conducted two sets of experiments in Dijon, France, with knowledgeable wine drinkers, in 2014 and in 2016, to explore the relationship between wine ratings, WTP and objective characteristics (appellation, labelling and price). The first was in a formal wine-tasting setting (n = 58), and the second in the social setting of a restaurant (n = 52). The experiments involved deception: the tasters were presented with five wines, but in fact only three wines were involved, two of the wines being presented twice.

The results from the 2014 study showed that even with a group of experienced tasters, objective characteristics overwhelmed subjective assessment (taste, sensory perception) of the wine. Ratings and WTP were driven by the appellation or brand, labelling and price of the wines. The authors replicated the experiment in a social setting in 2016 which, contrary to their expectations, produced very similar results. In neither experiment did the experienced tasters detect the deception.

The social setting was a lunch in a restaurant with a group of students who were graduating together. The tasting was conducted by some of their professors, which may have influenced the results and raises questions about whether the setting was truly ‘social’. The sample size for the experiments was comparatively small and further research, including novice and expert tasters, might contradict these findings, or at least add nuances to them.

The study finds that, contrary to expectations, in the social wine consumption setting of a restaurant meal enjoyed with colleagues, objective wine characteristics over-rode subjective appreciation of the wine.

The purpose of this paper is to investigate the sectoral variety and common patterns of innovation in the wine industry. It intends to explore the nature, extent and sources of variety of innovation in the Canadian wineries.

The data employed come from a firm‐level survey addressed to 146 wine establishments in Canada. Results were analysed using factor analysis and non‐parametric statistical analysis.

The results reveal wineries tend to introduce many innovation activities which are internalised or externalised, draw on a variety of different sources of information, with a clear distinction between market sources, government sources (laboratories, research centres) and educational establishments, and introduced different types of innovation, including product and process but also organisational innovation.

The results suggest individual wineries innovate differently, but within a limited number of fairly consistent modes.

There is presently no published research investigating the different modes of innovation with regards to the wine industry and the case of Canada can provide valuable insights to understand how innovation is developed and sustained in cool climate regions.

The European Union (EU) has strongly rearranged the management of EU wine policy by introducing actions for promoting wine in third countries. The purpose of this paper is to evaluate factors affecting the knowledge of Italian wines in foreign consumers, i.e., to what extend wine promotion actions can improve the consumer’s awareness or the reputation of Italian wines. As a consequence, these activities may increase the wine consumption as well as wine exports in emerging markets.

Data have been collected through survey questionnaires where information about wine tasting, sensory satisfaction and preferences about Italian wines have been collected. The sample survey collects preferences of wine market operators in both EU and third countries. The survey, carried out from 2009 to 2011, includes 3,579 interviews classified according to four promotion actions: press conference, wine tasting, tasting course, knowledge of Italian wines. Data have been analyzed through a nonparametric combination (NPC) of dependent permutation tests to evaluate differences between and within country groups and to assess the consumer perception about Italian wines through the Keller’s model.

So far, Italian wine promotion activities, supported by EU wine policy, are fragmented among in many small and sometimes low effective actions. Research results may be helpful in designing more effective promotional strategies on third countries. In particular, promotional activities which should be focussed on consumer’s appreciation of Italian wines as a brand instead of promoting specific wines or wineries.

The NPC method is a nonparametric tool which does not measure the structure of consumer’s preferences, i.e, it does give any measure of relationships among consumer’s utility and factors affecting it as it happens when a modeling approach is applied.

Targeted promotion and information actions strongly focussed internal and external wine attributes can increase the level of knowledge in foreign consumers. It can make more efficient the marketing activity oriented to the export market.

The NPC method offers an innovative, flexible and well-tested approach for the analysis of multivariate hypothesis when we are dealing with complex problems in wine market.

This paper aims to examine the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty by examining the mediating role of sales promotion and the moderating role of service attributes of the m-commerce websites in influencing the mediation.

A total of 3,318 completed surveys were collected. Drawing on a large non-probability criterion-based purposive sample across six countries (France, Germany, Greece, South Africa, USA and Canada), mediation analysis was performed to examine the hypothesized relationships.

Results show that sales promotion mediates the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty. Moderated mediation reveals that the indirect pathways (sales promotion) through which feelings toward buying wine over mobile exert its effect on m-commerce website loyalty are dependent on the value of service (wine delivery) attributes of the website. The results demonstrate that sales promotion and service are of paramount importance to wineries and wine marketers.

Wine producers and retailers should consider the use of sales promotion to enhance sales and loyalty to m-commerce websites.

Wine producers and retailers should consider use sales promotion (such as SMS or push notifications) to enhance sales and influence consumer feelings and hence their loyalty.

Wine m-commerce studies are limited, especially with an international perspective comparing six different countries: three from the old world (France, Germany and Greece) and three from the new world (North America with USA and Canada; and South Africa). Altogether, these six countries represent around 40 per cent of the world’s wine consumption.

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.

Large parts of Turkey enjoy the right climate for viticulture. Viniculture for table grapes is an important part of the national economy. However, compared to the worldwide wine industry the Turkish wine industry is underdeveloped. Following the worldwide trend of growth in the wine industry the Turkish wine industry has started also to flourish and gain momentum. This article proposes to study the Turkish wine sector, including its historical background, its current situation, and the problems it is facing.

Millennials have an interest in luxury and premium products across all types of goods, but little is known about how this translates into their preferences for wine. In general, Millennials are spending less per bottle on wine than older generations, but what are the characteristics of the subset of Millennials who are spending more on wine? The purpose of this article is to develop an understanding of Millennials’ buying habits with regard to higher-priced, luxury wines.

A survey instrument was designed and used to collect responses from 189 Millennial wine drinkers in the US. Statistical tests and a binary probit model were used to analyze the results.

The findings suggest that there is a subset of US Millennials that present a viable market for luxury wines.

This research is limited by the sample itself, as a relatively small, convenience sample of Millennial wine drinkers.

Wineries interested in targeting a Millennial crowd will benefit by recognizing that male, married Millennials with annual incomes of over $50,000 are more likely to buy higher-priced wines. In addition, findings suggest that traditional and non-traditional outlets for wine information are being used as these Millennials seek out information about wine.

While Millennial wine consumers are still developing their tastes, this is one of the first articles to isolate the Millennials who are buying higher-priced wines. This research sheds light on a potentially lucrative consumer segment.