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The purpose of this paper is to explore China’s online wine market segmentation on the basis of the wine-related lifestyle (WRL). Moreover, this study can provide further understanding and reference about China’s wine market segmentation research, which is limited at present. This work can be helpful for those who want to do further research in the Chinese wine market. It is good for wine importers wanting to import wine to China to understand the Chinese wine consumers.

Survey data were obtained from a sample of 3,369 participants through cooperation between the College of Enology and the Yesmywine.com website. Questionnaire items included gender, age, area distribution, unit price, bottles consumed, drinking frequency, drinking time, wine-related knowledge, etc. Combined with the influence factors of the WRL, a structural equation model was developed. The data analysis, particularly employing principal component analysis, enabled the identification of five market segments.

Five distinct segments were identified within the wine market and designated as follows: wine official consumption type enthusiastic fancier; enjoyment consumption; fashionable consumption; and new, young wine drinkers.

The research data were derived from Yesmywine, one of the largest online wine sale platforms. However, the impact of yesmywine is much smaller compared with Tmall and Taobao and Jingdong. In this paper, we can see that WRL is increasingly becoming a part of Chinese people’s daily lives, especially for the enthusiastic and fancier wine consumers, which is the official type of wine consumer. Next, an analysis of time series under the data of the near future years should be conducted to find the online wine segmentation market variation trend. Moreover, it is important to conduct cross-culture comparison between the Chinese and Australians. Brand positioning can be improved by better understanding China’s online wine market segmentation.

WRL segmentation is valuable for the wine importers and producers in west France, Italian, Germany and so on, as they want to develop China’s wine market and understand the mindset of Chinese wine consumers. The wine importers in China should focus more on consumers that enjoy wine along with newer and younger wine drinkers.

This paper analyzes a large sample (3,369) and therefore is useful for understanding online wine market segmentation and wine consumption behavior in China owing to China’s limited wine market segmentation literature. This paper is the first to use WRL tool to segment China’s online wine market. Moreover, the research data have reference value for those who want to learn more about China’s online wine market, as yesmywine is one of the largest online wine-sale platforms. It also gives some managerial implications for wineries and wine marketers that will be helpful to wine companies in understanding the emerging Chinese wine market and in enacting wine marketing strategies more effectively.

This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business diversification, marketing, perceived barriers to success, potential benefits to the tribe and the role of agriculture in the preservation of tribal heritage were considered.

A modified mixed-methods exploratory sequential research model was used to collect and organize data in two studies. In Study 1 quantitative data was used to inform the development of Study 2 which included a qualitative interview protocol. Qualitative interviews followed to elaborate on the various aspects of each of these areas of consideration.

Results indicate that there is neutral to positive opinion on tribal wineries and that any venture would have to be carefully thought out in terms of marketing and preserving tribal heritage.

This research examined the potential strengths, challenges and opportunities provided by tribal winery operation that can be used to inform future business practices.

The results of this research provide a framework for consideration of the potential strengths and opportunities provided by tribal winery operation.

Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating behavioural and brainwave data.

An experiment with 40 participants was conducted to explore how and why wine tasting preferences would be primed by different genres of musical stimuli. Electroencephalographic measurement was adopted to measure participant brainwave activity in two experiments, each involving two rounds of wine tasting, and the treatment was administered between the two rounds.

Significant associations between the musical stimulus genre and participant change in wine selection were found, and the musical stimuli resulted in different brainwave activities because participant β and γ wave activities significantly differed in the first and second wine tasting rounds. Correlational analyses indicated that α, β and γ wave activities generated by the musical stimuli were significantly but negatively correlated with α wave activity. α wave activity in the musical stimulus phases was significantly negatively correlated with β wave activity in the second round of wine tasting, and the other associations were significant and positive.

This study highlighted the priming effect of musical stimuli in wine tasting. Empirical evidence derived from experimental research was analysed with behavioural and brainwave data. This study’s original contribution is that it explored wine tasting preferences from a neuromarketing perspective. The results of this study can provide empirical evidence on how to effectively use music in marketing strategies.

Wine consumer behavior has long been a topic of discussion among scholars and industry professionals aiming to understand the underlying predictors of key behavioral outcomes. To help explain wine consumer behavior, concepts such as involvement, expertise, loyalty, satisfaction and perceived risk are often examined. The overarching objective of this study is to determine the relationship between these predictors and their impact on wine purchase intention utilizing a meta-analytical structural equation modeling (MASEM) technique.

As MASEM provides substantive evidence regarding the relationships between theoretical constructs through the combination of multiple studies, the researchers’ aim is to make definitive statements about the predictors of purchase intention.

Findings revealed several relationships that support previous research but also identified relationships that contradict previous literature. This study contributes valuable insights into consumer behavior that wine brands can utilize to improve their marketing efforts.

Wine marketers with a greater understanding of the stronger predictors of purchase intention should be able to create marketing plans that drive wine sales.

Despite the abundance of research that has utilized these theoretical constructs to demonstrate their propensity for determining behavioral outcomes such as purchase intention, no previous attempts have synthesized this body of literature through the use of meta-analysis.

Among the growing interest towards market segmentation and targeted marketing, the current study adopted a scientometric approach to examine the literature on wine selection and preferences. The current review specifically attempts to shed light on the research that explores the determinants of wine preferences at multiple levels of analysis.

CiteSpace was used to compute a Document Co-Citation Analysis (DCA) on a sample of 114,048 eligible references obtained from 2,846 publications downloaded from Scopus on 24 May 2021.

An optimized network of 1,505 nodes and 4,616 links was generated. Within the network, impactful publications on the topic and thematic domains of research were identified. Specifically, two thematic macro-areas were identified through a qualitative analysis of papers included in the 7 major clusters. The first one - “Methods of Wine Making” - included clusters #0, #3, #5, #6 and #18. The second one - “Consumers' Attitudes and Preferences Towards Wine” - included clusters #1 and #2. The first thematic macro-area included more technical aspects referring to the process of wine making, while the second thematic macro-area focused more on the factors influencing individuals' preferences and attitudes towards wine. To reflect the aims of the current paper, publications giving light to the “Consumers' Attitudes and Preferences Towards Wine” macro-area were analyzed in detail.

The resulting insights may help wine makers and wine sellers optimize their work in relation to market segments and to the factors influencing individuals' purchasing behaviors.

The main aim of this research was to investigate whether and how digitalization affects sustainability and performance in wine tourism.

Based on the data emerging from the 2019 National Report on Wine Tourism from the National Association of “Wine Cities” in Italy (the most extreme case in the world of wine), three macro-agglomerates were investigated: digitalization, sustainability and performance, adopting descriptive and inferential statistics.

Although rigorous correlation between adopted digitalization and performed sustainability on one side and performed sustainability and market performance on the other cannot be verified for the 92 wineries under investigation, there is visible evidence that the more digitalized wineries are, the more sustainable they become and the better their performance. Evidence was not found to support the idea that the more sustainable wineries are, the more they are digitalized and the better their performance. Research implications and limitations to theoretical and practical application have been discussed.

Wine tourism, which is naturally associated with rural tourism, is a form of tourism in which sustainability has strong relevance, particularly considering the future needs/desires of post-pandemic tourists. At the same time, digitalization, especially in pandemic and post-pandemic tourism, is credited with developing a huge impact in this business, although wine tourism is most probably conceivable as a meta-market, with a strong cultural essence. In this respect, a digitalization > sustainability > performance approach seems practicable and globally profitable.

The Chinese market represents an increasingly popular destination for wine firms and recent opportunities derive from the growth of e-commerce. The aim of this paper is to understand the impact of digital platforms on wine firms' internationalisation in China by adopting the service ecosystems approach.

The authors carried out a case study of Italian premium wine firms from the Valpolicella area by collecting 27 semi-structured interviews with key informants that operate at the micro-, meso- and macro-levels of the internationalisation ecosystem. Italian wine firms were selected as the focus of the analysis, given the recent sales growth of their products in the Chinese market.

Results show that digital platforms hold a key role in the wine firms' internationalisation in China, intervening with resource integration mechanisms, alignment to the cultural context and mediating firms' digital presence in the market. The platformisation dynamics also reveal the existence of enablers and constraints in the firm internationalisation through digital platforms.

The authors aim to contribute to the marketing literature by analysing how digital platforms influence the wine firms' internationalisation in China through an original perspective, i.e. the service ecosystems lens.

The study adopts the service ecosystems approach to understand the internationalisation of wine firms in the Chinese market through digital platforms.

The purpose of this study is to discuss the opportunities for and challenges faced in the development of a wine sector in a nascent wine country, as well as the necessary requirements for the creation of sustainable competitive advantages (SCA), using Sweden as an example.

Content analysis of previous research based on secondary data; a SWOT analysis of the wine sector in the nascent wine country, Sweden, is provided in connection with a conceptual framework for SCAs.

In a nascent wine country such as Sweden, factors such as climate or technical issues regarding wine production are important factors in respect of SCA, but in themselves, do not present insurmountable obstacles to their creation. In reality, structural challenges such as the alcohol monopoly in the retail market, various other legal regulations and restrictions, the lack of marketing and promotion capabilities, limited viticulture knowledge and limited experience of cooperation with the local enterprise are all far more problematic in that they lead to relatively limited demand for Swedish wine. In this context, a marketing management approach becomes a key factor in changing attitudes and approaches. Clearly, it is important to provide potential markets and consumers with relevant marketing information about the nascent wine country and its products.

Previous research generally focused on the SCA in the established wine countries; the focus of this study is on the SCA in a nascent wine country, a country without any tradition of commercial wine production. This study contributes to the discussion of a new conceptual framework for understanding SCA in the context of nascent wine countries. Furthermore, it suggests that the remaining state alcohol retail monopoly in Sweden provides not only challenges but also opportunities for the development of the wine sector. These findings are valid not only for Sweden but also for other nascent wine countries.