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Purpose: This paper uses performance theory to explore how wine-tourism experiences are orchestrated by wine tour guides to encourage engagement of consumers. It describes how such orchestration is built on material elements such as landscapes, architecture, vineyards, production facilities, and wine tastings.

Design/methodology/approach: A multi-layer ethnographic research on wine-tourism was employed. The interviews, observations, and field notes were analyzed through the lens of performance theory. A constant comparative method was used to identify emergent patterns, and a hermeneutic method was used to interpret the data.

Findings: The paper builds on performance theory and delineates the ways in which guides co-create intense experiences with participants. It portrays how tour guides often adjust their theatrical scripts to consumers’ unique needs through creative variations: surprise treats, activities, and personal stories. When guides take pleasure in tours, participants do as well, resulting in memorable co-created experiences. The tours feature processes such as pitching and relation-building techniques that call upon identity, morality, and materiality scripts, which ultimately build a sense of social obligation among participants toward tour guides and winery staff.

Originality/value: From a theoretical perspective, the paper adds value to the discussion of performance in tourism by suggesting that the service blueprint, architecture, and employee training are only part of the story. This paper shows how consumer engagement and interactions between participants, guides, architecture, and landscapes are essential elements of memorable experiences.

Research limitations: Like other studies, there are limitations to our study as well. Our study only included one-day wine tours. A broader investigation of strategic alliances between tour companies and wineries, and how wine tourists experience and sustain a sense of social obligations to the wineries they visit, will provide further insights into how wine-tourism functions as a co-creative emergent form of consumption involving individuals, products, and processes.

The purpose of this paper is to determine and analyse that factors that could potentially influence price premiums of Australian wine in the UK market. The authors integrated the economic-based hedonic pricing theory and marketing export pricing literature. The authors demonstrate a potential solution to limitations in knowledge of market-level data and industry wide competition, currently lacking in export pricing studies.

Using data extracted from wine-searcher.com and using multiple regression as the main analytical technique, the authors examined the relationships between actual retail prices UK consumers pay for Australian wine and product attributes. The authors compared the moderating influence of distribution channel (retail choice) on these relationships.

The results provide insights in export pricing literature, and the authors support better theoretical explanations for hedonic pricing studies in export marketing. The authors found two types of wine attributes – “brand” and “region of origin” – that attract price premiums. While relationships between variety and retail price, as well as age and retail price are less clear, the authors provide some support.

One limitation of this hedonic pricing study is the inability to explain why certain relationships between product attributes and price premiums exist. Studies such as these could be improved by utilising both consumer- and firm-level data.

Whilst final prices paid by consumers are beyond the control of producers, understanding the relationships between retail prices, retail choices and product attributes are of strategic importance. Understanding the role consumer preferences play in determining prices they ultimately pay is of great value when determining export/retail pricing strategies.

Consumers and firm managers are jointly able to provide comprehensive explanations on why certain attributes attract price premiums. The integration of economic and consumer-based theories provides a holistic understanding of the influence of retail choices and product attributes on retail prices.

The authors drew on the hedonic pricing theory linking product attributes with retail prices, which is vital for understanding market share and brand image. The authors identified which product attributes and which distribution channels (retail choices) are valuable to consumers. Deeper understanding of these issues is important for producers.

The purpose of this study is to investigate about women involved in the wine industry of emerging economies, including their journey, perceived progression in the industry, their impact and required characteristics to adapt to this industry. Because of its significance in the context of this research, social cognitive theory (SCT) will be adopted.

Face-to-face, in-depth on-site interviews were conducted with 15 female winery owners and managers in three separate South American wine regions.

While overall participants recognised persistent barriers for women to work in the wine industry, they also acknowledged increased opportunities for females, which have led to stronger roles for women. Importantly, sensitivity, by being detail-oriented in service encounters while practicing subtlety in winemaking, was revealed as a key differentiating trait. Further, fundamental tenets of SCT, particularly self-efficacy, became apparent when participants reflected on their own journeys, as well as on how future female entrants could successfully adapt to the wine industry.

The study draws on SCT’s underpinnings to examine an under-researched area, notably, the journey of entrepreneurial women in the wine industry of emerging economies. Apart from the gathered empirical evidence concerning such a journey, a proposed framework extends SCT, thereby highlighting the role of self-efficacy, a determinant factor in enhancing women’s presence and involvement in the wine industry. This presence is closely linked to women’s progression and journey in the industry, where determination contributes to their adaptation, learning and accumulation of knowledge, with important implications for their future and the future of other female entrants.

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.

The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.

This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.

One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.

The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.

This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.

The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.

The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.

The purpose of this paper is to present recommendations for future growth and continued success of wine and culinary tourism in the Niagara region.

Through industry interviews with practitioners, researchers and stakeholders the recommendations of this paper were formed. Secondary research examined the issues and advances made in other area of the globe specific to wine and culinary tourism. The research is intended to cover the issues associated with advancing an industry sub‐sector that is still growing but will reach maturity in not‐so‐distant future.

In Niagara's wine and culinary tourism sector, there is a renewed call for industry specific research. Furthermore, linkages across the border are recommended to increase tourism revenue both in the USA and Canada. There is need to create more domestic awareness of the changes. Additionally, in order to attract one‐time visitors back to the region, it is important to enhance service through increased service training. There also exists a need for cooperation and coordination within the industry at all levels. The final recommendation is to advocate for signage and specific information to varied segments of the wine and culinary target market sub‐sets to deal with the differences in consumer motivations and preferences.

The relevant conclusions and recommendations listed will assist practitioners to continue the forward momentum of wine and culinary sectors in Niagara and around the world.

The aim of this paper is to describe an innovative promotional and product development approach that has implications for new product developers in consumer industries.

The case describes an approach to new product development and promotion. The organization's original name has been retained as well as individual managers' names.

The paper provides information and action approaches to new product developers that may reduce the risk of product failure. The subject company recognizes that third party competitive awards are public relations tools to build sales and product image. Their results offer direct implications for new product development and promotional teams in the wine industry. By extension, the implications may aid traditional companies outside of the wine industry.

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability.

The case depicts an innovative application of word of mouth generating quality competitions in boosting sales. It also depicts the use of consumer and expert opinions in selecting wines to submit for judging. Other organizations may find the technique of value in their own efforts.

The case is one of the first to describe a successful promotional technique that minimizes the reliance on advertising and concentrates on the product quality characteristics resulting from the product development process.

This paper systematically explores the consequences of the adoption of blockchain technology (BCT) in the wine supply chain, aiming to offer a comprehensive overview of its advantages within the dynamic and complex wine sector.

This study deploys the preferred reporting items for systematic reviews and meta-analyses (PRISMA) method to provide a comprehensive examination of the effects of BCT adoption in the wine supply chain (WSC) by guiding the conduct and reporting of the systematic review.

The findings identify eight primary areas of advantage in blockchain adoption, illuminating its transformative impact on the wine industry. In addition, an examination of the technical attributes and applications of 17 existing blockchain-based platforms in the wine supply chain contributes valuable insights for strategic decision-making by wineries.

This study, through a systematic literature review, contributes to understand the potential BCT interactions at different stages of the WSC and to highlight some of the lesser known benefits for wineries.

The significance of fungus-resistant grape varieties (FRGVs) has markedly increased across the entire value chain in recent years, becoming increasingly pertinent for the wine industry. The study contributes to the theoretical understanding of consumer behaviour in the wine industry through the identification of different clusters and the analysis of their accessibility to the FRGV on the basis of various criteria.

A quantitative survey was conducted involving 644 participants that was screened based on socio-demographic factors to ensure representation of the German population. The collected data were analysed using factor and cluster analyses, alongside various multivariate tests, to statistically elucidate similarities and differences between clusters.

In total, six clusters were examined, each displaying varying responses to and pre-existing knowledge of resistant grape varieties. In general, as one becomes more involved in the world of wine and develops a sustainable and progressive outlook towards innovations in the wine industry, a positive inclination towards resistant grape varieties can be observed.

Practical implications for each cluster were subsequently derived, potentially facilitating the market entry or penetration of wines produced from FRGV. Experts and Quality-averse consumer desire wines from FRGV to have a unique terroir experience, while young casual drinkers interpret them as part of pop culture. LOHAS can be addressed with sustainability-oriented approaches. Price-sensitive consumer expect good qualities in the entry price segment, and Traditionalists can be reached by preserving traditions in a changing environmental context.

This paper fulfils the identified need to investigate consumer preferences for resistant grape varieties.