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As far as lasting of the great Bordeaux wines is concerned, each critic needs to identify his specificity if he is to maintain or increase market share. History shows, however, that each new critic has had to position himself in relation to the market leader, namely the American wine critic Robert Parker. The question of whether or not the differences in evaluation are real or simply part of the critics’ grading strategy can thus be raised. To illustrate this we shall examine the results of Dubourdieu and Parker's evaluation.

This paper aims to examine the purposive strategy behind the growth of cult wines in Napa California since the 1980s. By leveraging the growing wine reputation of the region, a small number of new owners used extensive financial resources from other ventures to make a finely crafted, high-priced wine, in small quantities and sold through restricted distribution channels. Their aim was to compete with Bordeaux first-growths and create wine that would evoke the luxury connotations of craft, heritage, reputation and exclusivity. Because they were new, they relied upon experts to rate their wine, thus creating instant legitimacy with high scores and appealing to a small group of wealthy wine enthusiasts, many of whom were insecure in their knowledge of high-quality wines.

Semi-structured in-depth interviews with a sample of 13 cult winery owners, wine makers and a CEO were utilized in addition to descriptive statistics and secondary historical information drawn from public records.

Certain Napa producers have created iconic wines through purposeful behavior and extensive resources that are rare and difficult to imitate. Their success is also a function of positive accolades by influential wine critics whose scoring sanctioned their status as a luxury good. High prices and limited availability further manufactured the scarcity element that is crucial to maintaining demand for high-status goods.

This study examines the interface between supply of a product, external validation that legitimized it and a small but significant market of wealthy individuals who created the demand for it. This mosaic behind market creation reveals how successful producers have been in realizing the multidimensionality of luxury goods.

The purpose of this paper is to show that consumers' expertise of a product influences the number of attributes considered as important, the importance given to the attributes as well as the size and the content of the consideration set (CS).

A quantitative empirical study was carried out with 287 French wine consumers.

The results show that the attributes which were considered as important by the novices differ from those considered important by the experts and that the number of important attributes given by the novices (2) is lower than those given by the experts (7). Furthermore, the results show that the size of the CS itself is also influenced by subjective knowledge. On the other hand, this is not the case for the content of the CS.

The empirical study only focuses on one product category. The data were collected on the basis of statements rather than observations, which is liable to distort the results.

The paper shows that the visual attributes, such as the design and the packaging, are not sufficient to sell wine to French consumers, even if they are novices in this field.

While most research devoted to the effects of the CS focus on a single dimension of it, this paper tests simultaneously the effects on the size and on the variety of the CS, which is analyzed according to both a qualitative and quantitative approach.

None of the numerous food products that comprise the Italian food tradition can boast of business revitalisation as much as that which involved the wine industry in Italy and in the rest of the world in the last decade. This is not the appropriate moment to consider the reasons for this change, nor is it the right place to compare the industrial situations of that time with those present today. Rapidly covering the field of the extensive history of the wine business, it is sufficient to cite certain simplified facts in order to show how the end user of the product – the consumer – has dramatically changed his consumption history, which initiated the process of regeneration of the business, a process never before seen, in the world of agricultural industries. The companies in the vine‐growing and wine‐making business have been both the driving force and the beneficiaries of this state of affairs. Indeed, to have a clearer picture, a hypothetical external person, observing the wine business panorama today, would notice clear features and company models, that are unrelated to the historical past of the industry.

This paper aims to classify and investigate customer attitudes toward luxury wine brands in the USA (a developed market) and South Africa (a developing market) by using an aesthetic and ontological framework.

Using recognized scales, consumers’ ontological and aesthetic orientation and attitudes toward luxury wine brands as part of a product category are measured. Data for the USA sample were collected using Amazon’s Mechanical Turk platform, whereas the South African sample data were collected from a sample of Generation Y consumers. Using the two orientation scores, it was possible to create a 2 × 2 matrix with low and high scores for the two countries investigated. To determine the relationship between the resultant groups and attitude toward wine, ANOVA was performed. Differences among the groups were identified via a comparison of means.

The results suggest that the use of aesthetics and ontological orientations enables the identification of different luxury wine consumer modes in the two countries studied. In addition, these demonstrate significantly different attitudes toward luxury wine brands as part of a product category.

The samples for both countries were collected using a non-probability sampling method, and any generalization to the greater populations must be undertaken with caution.

The findings demonstrate a unique approach that provides an alternative form of segmentation for luxury wine brands. Recommendations to target the different identified modes and how these impact attitudes toward luxury wine brands as a product category in the two countries are made.

The study contributes to the literature by providing a unique and alternative method of market segmentation and shows how this affect attitudes toward luxury wine brands as a product category.

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.

We analyze how institutional persistence unfolds. Building on an historical analysis of 3,307 bottle labels in the Bordeaux wine community, France, between 1924 and 2005, we find that the persistence of a chateau tradition requires considerable effort at maintenance. Instead of greater compression and taken-for-grantedness, we propose that expansion along multimodal carriers provides a marker of a deepening institutionalization. We underscore the role of community organizations in enabling a wine tradition to persist. The implications of our findings for institutional theory and multimodality research are discussed.

The paper reports on a study of marketing approaches adopted by different categories of wine producer in the Sainte Foy Bordeaux region in south‐west France. Market conditions for many French producers have been deteriorating, with falling consumption in the main markets and growing competition from the new wine regions. Even with the world‐famous name “Bordeaux” on the label, a much more active marketing stance is becoming essential. One possible marketing response by producers is to develop strong branding. Several possible dimensions for individual branding can be identified, including the individual chateau name, the AOC marking, the type of wine, the grape variety used, whether or not the wine is organically grown and the vintage. In developing and maintaining these brand identities, producers have to integrate collective marketing efforts, such as promotional programmes for the local AOC marking, with individual marketing programmes for their own brands.

Working from the example of two of the main players in the Aquitaine wine sector; the co‐operatives and the wine merchants, the aim of this paper is to analyse the nature of strategic operations from the point of view of the concentration process taking place in the Bordeaux‐Aquitaine region.

After providing a theoretical framework about the industrial cluster and its strategic operations in the area of consolidation, the paper provides descriptive and quantitative data, collected from in‐depth interviews; surveys conducted by the authors; and secondary sources.

This paper provides both qualitative and quantitative evidence to prove that a number of collaborative approaches have been adopted in the region. It highlights the fact that these players are now more willing to respond to the conditions of a new competitive environment, and consequently to consider new strategic approaches.

The present paper, contrary to these received ideas, demonstrates that the Aquitaine wine value chain is undergoing deep restructuring process. With the spotlight focused on producing a size effect on the sector through concentration, the paper examines in greater detail what this process really is. It is not limited to size objectives as it commits the players to thorough production and market changes. This led to concentration operations being analysed in terms of strategic changes, notably with regard to the margin for manoeuvre that the players are meant to design and develop.

For several years now, Bordeaux's vineyards have suffered from what would appear to be an interminable crisis. Some analysts view overproduction as the cause. Others blame the product Bordeaux puts out, decrying its lack of adaptation to new consumer expectations. What is true is that Bordeaux producers do not tend to spontaneously adopt a market orientation. However, faced with a dilemma that seems to be getting worse and worse, many are starting to seek their salvation in marketing. The purpose of this paper is to address these issues.

The present article uses a series of case studies covering regions outside of Bordeaux to find concrete answers to these questions. As a methodology, these case studies have been used to illustrate different ways to develop production and sales.

Consolidating the production, increasing the sales forces efforts, reducing the number of intermediaries between production and consumption, maintaining a niche position on the global market are one of the main findings of this paper and practical implication.

Using case studies and not quantitative approach represents both limits of the approach and innovative methodology that permits rich comparison with local practices.

Analyzes a local crisis thanks to external case studies.