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This paper explores the massive growth in New World Wines and in particular more recently in Chilean Wines over recent years. It analyses a number of factors influencing this trend, including price, taste, distribution and so on, yet highlights one important aspect is the on‐shelf impact of New World, and in particular, Chilean Wines. This evaluation of the on‐the‐shelf impact of Chilean wines would appear to support the hypothesis that at least part of the current success of Chilean wines is concerned with image, particularly on‐the‐shelf image in an era of the global brand. As Old World Wine producers copy the modern dynamic image of the New World Wines and in particular Chilean Wines, will the Chilean Wines be identifiable on the shelf or will on‐the‐shelf image reflect price rather than country?

The purpose of this paper is to study the formation of denomination of origin brand image in two different Spanish wine regions.

A sample of wine consumers was selected in two denominations of origin (DOs): Rioja and La Mancha. Partial least squares method was used to estimate the measurement and the proposed structural model. A multi-group analysis was also employed to determine the main differences between both wine umbrella brands.

The main components that contribute to the creation of brand image were tested: functional image and reputation, and affective image. The comparison found that the values obtained for La Mancha are significantly inferior to those of Rioja as regards affective image.

The choice of two Spanish wine regions and the analysis of wine consumers who were purchasing in wine shops suggest future research works that will consider not only extending the number of wine brands studied, but will also cover other kinds of commercial establishments, differentiating the place of consumption or suggesting a variety of wine styles.

The results obtained suggest the relevance of DOs in the commercialisation of wines, and consequently the activities and alliances that should be developed to improve the main components of brand image.

A multi-group analysis focused on two Spanish DOs has been used to determine the strengths and weaknesses of each umbrella brand. The basis used for this has been the study of functional and affective aspects in one of the most traditional wine countries in Europe, Spain. This research is of value to academics, wineries and public institutions, as it may allow them to design marketing and commercialisation strategies.

The overall aim of this study is to examine the regional brand image of selected California wine regions and the effect of that image on consumers' quality perceptions when included on wine labels. It also seeks to examine the importance of regional brand image with respect to information other than place‐of‐origin provided on the wine labels. Finally, the study seeks to define consumer preference for selected California wine regions, with a deeper look at Sonoma, and their preference for appellations within those regions.

Data collection took place by means of a highly‐structured online survey of male and female wine consumers, during a two‐week period in May 2006 across the USA. The sample was limited to two groups of wine consumers who are the recipients of monthly and quarterly wine newsletters respectively. The request to participate was directed to 9,922 e‐mail boxes that yielded a response rate of 5.7 percent, finally resulting in 570 usable surveys.

The perceived quality of a wine region raises the quality expectation of the sub‐regions or appellations within that region. This was especially evident in the case of Sonoma County. The wine region is the most important information to predict quality on wine labels. Almost without exception, the addition of regional information on a label increased consumer confidence in the quality of the product. The ever‐increasing number of American viticultural areas (AVAs) results in a fragmented offering in terms of the place‐of‐origin marketing strategy to consumers and is not desirable.

The research suggests that a wine regional brand image is multi‐dimensional in nature and that many, in fact, most individual AVAs have weak regional brand strength when compared with the high equity ones such as Napa Valley and Sonoma. These findings are, however, tentative as the study was conducted only in the USA and largely among California residents with a relatively high wine involvement level. These issues warrant further investigation.

This paper is of value to academic readers, wine industry practitioners and regional wine and/or tourism associations alike as it synthesises the importance of a wine's region of origin in the consumer wine‐buying process and the impact of place‐of‐origin as a wine marketing strategy.

The purpose of this paper is to identify the features that qualify the wine tourism destinations’ (WTDs) image and to deepen analyse the role of the image on the wine tourists’ perception, assuming that it changes from tourist to tourist, depending on who has formed its perception after a real experience or not.

This contribution fits in the range of studies regarding the measurement of the destination image; the authors suited the Echtner and Ritchie’s model (1991, 1993), as its multidimensionality approach, rarely applied in the area of wine tourism.

From a comparison between the images of the chosen destination, wine tourists consider Bordeaux the benchmark of WTDs and, in the collective imagery, France is one of the excellences between WTDs. The association territory-wine is less marked, so the biggest contribute is given by the in situ experience.

Despite results can’t be generalised because the samples of convenience, they have provided an overall outline of attributes, benefits and attitudes of wine tourists of Web 2.0.

A managerial lecture of results shows that young destinations (aka new wine regions) have a bigger propensity for destination management as well as the attention to marketing aspects, which are able to influence the competitiveness of destination. Instead, destinations with an ancient tradition (aka old wine regions), although unique for their wines and territories, food traditions and the historic-architectural heritage, need to improve their services.

This research applies the consolidated analysis method of E&R on the theme of destination image to the wine tourism, never used for WTDs, improving the model with a comparison between visitor and no-visitor perceptions.

The ability of tourism regions to attract tourists depends to a great extent on the position of these destinations in the minds of key travel markets. The projection of an appropriate image has been described as a vital element in the positioning process. This research examines the evolving character of wine tourism destination imagery as projected by wine producers and independent writers. The overriding research questions addressed in this paper are “What destination attributes are emphasised in the visual imagery of wine tourism regions, and how has the emphasis on those features varied over time?” The findings suggest that there has been a shift in wine country imagery from an emphasis on wine production processes and related facilities to move of a focus on aesthetic and experiential values associated with more leisurely recreational and tourist pursuits. Over the past decade, the wine tourism experience has become more positioned around the core attraction of a quality wine, accompanied by a set of natural landscape, culinary, educational, event hosting and cultural dimensions. The research identifies the need for a greater emphasis to be placed by wine tourism destinations on protecting rural landscapes, encouraging authentic and unique forms of development, and focusing imagery projection on those elements of the wine country experience which are central to the interests of wine tourists.

This paper aims to examine consumer preferences and perceptions of rosé wine with an ultimate purpose of constructing a perceived image of rosé in the cross-cultural context.

The study was conducted in four markets, comprising the USA, New Zealand, France and the UK. The data were collected via a structured questionnaire through a combination of survey administration modes (pen-and-paper and online). Descriptive statistics, chi-square, factor analysis and ANOVA were used for analysis.

One of the key findings revolves around the construction of the perceived image of rosé and how this image varies in different markets. Effectively, this study presents an overview of the perceived reputation of rosé in four different market structures, shaped by different cultural and image management issues.

The most crucial implication of this research is the cultural variation in consumer attitudes toward rosé wine and its impact on marketing strategies to effectively target rosé consumers in different markets.

The vast majority of studies on wine consumer behaviour focus on red or white wines, whereas research on consumption of rosé is virtually non-existent. However, recent market trends indicate a growing popularity of rosé wine around the world. The current study is the first to concentrate on rosé as the focal point of research investigation. The study not only offers insights on the perceived image of rosé based on empirical data, but also provides a broader cross-cultural perspective on how this image varies in different markets.

The purpose of this study is twofold: conduct a systematic literature review on relationship quality; and analyse the effect of wine brand prestige and wine consumer experience on consumer satisfaction, as well as the wine brand image and word of mouth as outcomes.

The authors employed a systematic approach to develop the literature review and a survey was designed and used to collect responses from 479 wine consumers and tourists. Partial Least Squares approach was used to test the proposed model and analyse the findings.

The systematic approach allows to determine the core constructs of relationship quality, main antecedents and outcomes, which help in the conceptualisation of the proposed model. The findings of the survey suggest that wine brand prestige is more effective in enhancing consumer satisfaction than wine consumer experience. Consumer satisfaction acts as a mediator between wine brand prestige and wine consumer experience and the outcomes, that is, wine.

This research sheds light on a strategic and communicational development of prestigious wine brands to enhance wine image and keep wine tourists captivated.

This study aims to examine how consumers’ propensity to purchase imported wines is influenced by their attitudes and perceptions toward the countries of origin (COO) of those wines.

The questionnaires were distributed online and 298 valid completed questionnaires were received. This study measured the perception of the wines’ countries of origin by adopting two independent dimensions of competence and warmth in the stereotype content model.

The results show a relationship between the purchase intention and the perception of the country of origin of the wine. Furthermore, the perceived image of the country of origin impacts the brand image of the wine and the quality of wine from its country of origin.

This study’s questionnaire was distributed online. Future research would benefit from in-depth qualitative investigation and a wider range of sample sizes across countries.

The results of this study guide imported wine companies in product marketing design and advertising. By promoting the countries of origin of premium wines to target consumers, trust in the quality of imported wine can be improved, thereby increasing consumers’ purchase intention.

This study contributes to the understanding of consumer perception of the country of origin in the context of wine marketing. It provides valuable implications for wine companies’ marketing positioning and strategy, benefiting wine marketers, distributors and importers.

The link between wine and tourism is increasingly important for the competitive advantage of the territory and its productions, and it must be adequately communicated, in particular, online. Therefore, monitoring the level of convergence between online brand identity and online brand image is increasingly important to implement an efficient strategy of recall of a territory. This paper thus aims to propose an operative framework – assessing Web convergence (AWC) – designed to detect and analyse the online brand image and compare it with online brand identity.

The AWC framework is designed to extract information from the Web, process it through text-mining techniques – cluster analysis – and interpret it from three perspectives – functional, holistic and sensitive. The operative framework was applied to Napa Valley because it is the most frequently cited wine destination on the top 100 travel blogs.

The empirical application shows that the proposed logical framework can yield important reflections even in cases such as Napa Valley’s, a destination that already enjoys strong notoriety. In spite of the apparent qualitative homogeneity of the topics discussed, observation of their composition in terms of the three dimensions revealed the existence of a gap on some topics identified between what is communicated by the wine tourism destination and what is perceived and in turn communicated by bloggers.

The limitation of the research is represented by the application of the operative process to a single case study (Napa Valley). The contribution given to managerial studies is the ability of the framework to provide an operative vision of the importance of knowing the blogger’s perception of the brand identity communicated by the company. Testing the framework in other contexts will confirm that the protocol is generalisable.

The identification of the themes that characterise brand identity and brand image in the Web provides a flow of information that, if interpreted according to the functional, holistic and sensitive perspective, transforms the themes into useful knowledge for decisional purposes.

The managerial literature has highlighted, as in today’s communication environment, a strong brand can be created and maintained by strengthening the linkage between identity and image. The proposed framework may be considered an important protocol because it allows a tourism destination to increase the flow of information on which to build or strengthen the brand identity by aligning with the brand image. This could be particularly useful for smaller and less-popular destinations.

The goal of this research is to empirically test one of the direct selling models – the farmers’ fair. We examined how the fairs can influence general recognition and improve the image of wines produced on family farms in Croatia, and how they affect the sales and number of the buyers at the family farms. Two surveys were carried out, one with fair’s visitors (n = 678) and the other with wine producers (n = 47). The research results confirmed usefulness of the organisation of the family farm wine fair on the Croatian market. The recognition of the family farm wine has increased and the image of these wines has improved on the local market. By participating at the wine fair the wine producers have enlarged the buyers tree and the wine sales at the farm.