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Article
Publication date: 1 January 1995

Tim H. Dodd

Although there are some drawbacks, winery tourism offers some significant benefits for wineries which are struggling for recognition. These benefits include the…

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Abstract

Although there are some drawbacks, winery tourism offers some significant benefits for wineries which are struggling for recognition. These benefits include the opportunity to build brand loyalty, the chance for consumers to try products with a reduced level of risk, increased margins, and marketing intelligence opportunities. A study of Texas wineries found that winery visitors tend to have high incomes and are highly educated. The attributes most important to these visitors are the taste of the wine, overall quality, the cleanliness of the winery and several factors associated with the service that is provided. Implications for managers, and future research directions are discussed.

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International Journal of Wine Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 27 January 2022

Anne-Marie Sassenberg, Cindy Sassenberg, Claudia Sassenberg and Marie Heneghan

The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and…

Abstract

Purpose

The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries.

Design/methodology/approach

The study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries.

Findings

Findings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery.

Research limitations/implications

The geographical location of the study is limited to one state in Australia.

Originality/value

In distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 23 November 2021

Antonella Angelini and Annalisa Gilli

This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage.

Abstract

Purpose

This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage.

Design/methodology/approach

Qualitative research, using a semi-structured interview approach, was conducted on four small sized wineries located in the Bolgheri area (Tuscany, Italy). This study was based on the theoretical model of Pine and Gilmore.

Findings

All the wineries in the sample are committed to enriching wine – the tangible product. They focus on customer experience to make the process unique and meaningful. They seek to provide a rich experience, but have chosen one experience dimension to create a specific identity for themselves. It is evident, based on interviews and online reviews, that the customers appreciate the efforts of the wineries.

Research limitations/implications

This study can be further developed, using dimensions such as brand awareness and by building a larger sample, to understand how wineries can further improve their value proposition.

Practical implications

The adoption of marketing experience requires flawless execution of the experiences, starting from first employee-customer interaction. For this reason, it is essential for companies to invest in the training and development of their employees, who represent the experiential offer, and act as the link between the internal and external world. It is also important to identify new trends and be proactive.

Originality/value

Very few studies in the literature focus on customer experience in wine sector.

Details

Journal of Business Strategy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0275-6668

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Open Access
Article
Publication date: 3 December 2021

Gergely Szolnoki, Moritz Nikolaus Lueke, Maximilian Tafel, Marvin Blass, Niklas Ridoff and Calle Nilsson

The pioneers of online wine tastings have set a new standard and introduced an innovative tool that combines various goals: contacting existing and recruiting new…

Abstract

Purpose

The pioneers of online wine tastings have set a new standard and introduced an innovative tool that combines various goals: contacting existing and recruiting new customers, entertaining participants and boosting sales. Within the framework of the study, the authors addressed questions such as the reasons for offering online wine tasting, profitability and the basic characteristics and future perspectives of this new interactive online tool.

Design/methodology/approach

A mixed-methods research was conducted using a sequential exploratory design to analyse online wine tastings during Covid-19 pandemic. First, 40 in-depth interviews in Germany were conducted and, based on these results, a global online survey was undertaken with 1,423 wineries from more than 40 countries.

Findings

The survey results clearly show the effect of Covid-19 on the growing tendency to employ online wine tastings. This tool is about more than just providing entertainment for wine lovers in that it also has a tangible business aspect.

Practical implications

Based on these results, the authors assume that online wine tastings will continue to be offered after the Covid-19 crisis.

Originality/value

This paper offers a situation analysis of the first 10 months of the Covid-19 pandemic in the field of online wine tastings worldwide. The authors conducted a quantitative online survey that built on a qualitative pre-study. Given the fact that no academic paper has been published on the topic, this paper provides first insights on a global scale.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 26 November 2021

Bruno Varella Miranda, Brent Ross, Jason Franken and Miguel Gómez

The purpose of this study is to disentangle the drivers of adoption of procurement strategies in situations where small agri-food firms deal with constrained…

Abstract

Purpose

The purpose of this study is to disentangle the drivers of adoption of procurement strategies in situations where small agri-food firms deal with constrained organizational choices. More specifically, the authors investigate the role of transaction costs, capabilities and networks in the definition of feasible “make-or-buy” choices in emerging wine regions.

Design/methodology/approach

This article analyzes a unique dataset of small wineries from five US states: Illinois, Michigan, Missouri, New York and Vermont. The reported results derive from both a hurdle model (i.e. a probit model and a truncated regression model) and a tobit model.

Findings

The results suggest the importance of trust as a replacement for formal governance structures whenever small firms deal with highly constrained sets of organizational choices. On the other hand, the level of dependence on a limited mix of winegrape varieties and the perception that these varieties are fundamental in building legitimacy help to explain higher rates of vertical integration.

Originality/value

This study is important because it sheds light on organizational constraints that affect millions of farmers across the globe. The study of “make-or-buy” decisions in agri-food supply chains has mostly relied on the implicit assumption that all organizational choices are available to every firm. Nevertheless, limited capabilities and the participation in low-density networks may constrain the ability of a firm to adopt a governance mechanism. Stated organizational preferences and actual organizational choices may thus differ.

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Journal of Small Business and Enterprise Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 8 September 2021

Terrance Weatherbee and Donna Sears

This paper aims to examine how wineries used history in their marketing communications to overcome the liability of newness in a settled field that valorizes duration and…

Abstract

Purpose

This paper aims to examine how wineries used history in their marketing communications to overcome the liability of newness in a settled field that valorizes duration and longevity.

Design/methodology/approach

A multiple-case study investigated the treatment of history in marketing by young wineries in a new wine region. Data included interviews, site visits and marketing communications.

Findings

Wineries worked to communicate stakeholder legitimacy and authenticity by constructing organizational histories through bricolage, communicating history in symbolic, material and practice forms.

Research limitations/implications

Young organizations can communicate field legitimacy and projections of organizational and product authenticity through constructed histories. Results may not be generalizable to other jurisdictions as wine marketing is normatively subject to government regulation. The importance of history in marketing communications also varies across sectors.

Practical implications

Young businesses in sectors where tradition, place and longevity are venerated can establish authenticity and legitimacy through the marketization of history by following practices that demonstrate adherence to tradition and making thoughtful choices in the construction of the symbolic and material aspects of their organizations.

Originality/value

This study demonstrates that new/young organizations can use bricolage to create their own marketized histories as proxies for age.

Details

Journal of Historical Research in Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 29 July 2021

Kettrin Farias Bem Maracajá, Vanessa Batista Schramm, Fernando Schramm and Vander Valduga

This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective.

Abstract

Purpose

This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective.

Design/methodology/approach

The model is comprising two phases: structure of the problem and application of the method. First, the selection of wineries in a given region, the identification of decision-makers that will perform the evaluation according to a set of 19 criteria based on the Tourqual protocol and the construction of the evaluation matrix in the next phase. Then, the analytic hierarchy process (AHP) method is applied and a rank of wineries is provided.

Findings

The model is applied to evaluate the seven most important wineries in South Brazil and the results provided by the AHP method, considering the categories of Tourqual protocol, are consistent with the opinion of specialists in wine tourism.

Research limitations/implications

The model needs to be applied to other case studies to evaluate the consistency of the results and their acceptability by the tourism sector.

Practical implications

The model has the potential to be applied as a formal tool for evaluation of wineries, support decision-making processes in different wine tourism management structures: private wine and tourism organizations; public managers of tourism activity and managers of governance structures.

Originality/value

This paper presents a novel AHP-based model for evaluation of service quality in the winery’s tourism domain, an empirical application of the model for evaluation of wineries in one of the most important regions that produce grapes and wine in South America.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

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Book part
Publication date: 17 August 2016

Heather A. Haveman, Anand Swaminathan and Eric B. Johnson

We show how organizational forms shape job structures, specifically the variety and types of jobs employees hold, extending previous research on job structures in four…

Abstract

We show how organizational forms shape job structures, specifically the variety and types of jobs employees hold, extending previous research on job structures in four ways. First, the social codes associated with wineries’ generalist and specialist forms constrain the number of jobs and functional areas delineated by job titles. Second, form-based constraints are weakened by institutional rules that impose categorical distinctions on organizations. Third, these constraints are stronger when there is more consensus around forms. Fourth, these constraints are contingent on the legitimacy and resources of organizations of varying ages and sizes.

Details

The Structuring of Work in Organizations
Type: Book
ISBN: 978-1-78635-436-5

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Book part
Publication date: 1 July 2005

R. Saylor Breckenridge and Ian M. Taplin

This paper examines the late 20th Century emergence of wineries in North Carolina, using the concepts of clusters and industrial policy to explain the dynamics of…

Abstract

This paper examines the late 20th Century emergence of wineries in North Carolina, using the concepts of clusters and industrial policy to explain the dynamics of entrepreneurship in an embryonic industry. Specific attention is paid to how changing resource conditions (available agricultural land and financial capital) interact with an entrepreneurial climate that has fostered individual interest in winemaking to precipitate institutional changes that consolidate cluster formation. Using a model of small business growth in which firms gain credibility through identification with a cluster we trace the success of key wineries in this geographic region.

Details

Entrepreneurship
Type: Book
ISBN: 978-0-76231-191-0

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Book part
Publication date: 24 November 2016

Jefferson Marlon Monticelli, Ivan Lapuente Garrido and Fábio Dal-Soto

The case of Wines Manufacturer from an Emerging Economy (WMEE) aims to provide a starting point for reflections and discussions about the influence of home country formal…

Abstract

Purpose

The case of Wines Manufacturer from an Emerging Economy (WMEE) aims to provide a starting point for reflections and discussions about the influence of home country formal institutions on the internationalization process of an industry in an emerging market context.

Methodology/approach

The plot revolves around the Wines Manufacturer from an Emerging Economy project, which was created to promote the Brazilian wine industry in the international market. A qualitative-descriptive approach was applied to the study, and data collection was conducted through primary and secondary sources.

Findings

The context involves the difficulty of positioning Brazilian wines in both the domestic and international markets, especially fine wines. The relationship networks built during internationalization processes (in most cases promoted by formal institutions such as WMEE) help to shape strategies for Brazilian wineries.

Originality/value

Doing business in international markets has made Brazilian wine known worldwide and internationalized wineries can attain new levels of learning, which can be transposed into their domestic operations. If, on the one hand, institutions are important for promoting the industry and its internationalization process, on the other hand, it is equally true that the fragmented institutional structure and their overlapped roles generate many conflicts.

Details

The Challenge of Bric Multinationals
Type: Book
ISBN: 978-1-78635-350-4

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