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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 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.

The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the different wine tourist segments’ preferences towards wine region types.

The preferences of wine tourists were analysed based on an online self-administered survey with 8,552 respondents in Hungary. The wine regions were divided into four categories based on their wine and touristic attractiveness: wine dominant, touristic attraction dominant, complex and non-dominant wine regions. Wine region types were examined based on wine travel frequency and also by subjective wine expertise.

Wine tourist groups based on wine travel frequency and subjective wine expertise have significantly different preferences towards wine region types. Less attractive wine regions are more popular among frequent travellers and wine experts.

The outcome of this research highlights the importance of designing diverse marketing strategies depending on the wine region type. Less attractive wine regions and little-known wineries should focus on frequent travellers and wine experts and provide a complex and high standard experience, as these consumers are more open and have higher expectations of a travel destination.

The study revealed the different wine tourist preferences with regard to the various types of wine regions. Wine-related and non-wine-related aspects were studied in a complex manner.

This study aims to investigate driving factors for wine tourists to revisit Indian vineyards. It explores the motivation for Indians engaged in wine tourism and specific behaviors related thereto. Framed in the theory of planned behavior, this paper proposes a conceptual model of revisit intentions for wine tourism. This model covers environmental concerns, escapism, countryside lifestyle, entertainment and spillovers of international traveling as direct antecedents for the revisit intentions.

A quantitative approach was adopted for this research. Data was gathered through a standardized questionnaire from 141 vineyard tourists in Nashik, India and evaluated by fitting a structural equation model.

Important drivers for wine tourists revisit intentions are countryside lifestyle and spillovers of international travel. Notably, entertainment does not have a significant direct effect, but a substantial impact moderated by escapism. Environmental concerns have a negative impact. The escapism component is the most influential motivation for revisiting the Indian vineyards.

The attractiveness of vineyards visits in contrast to nearby tourist attractions needs to be clarified, e.g. by calibrating gravitation models.

Escapism is a substantial antecedent for the revisit intention of the vineyards while environmental concerns are its major barrier.

Countryside lifestyle contributes to overcoming the disadvantage of the contemporary hectic society of the Indian middle class and preserving Indian roots along with modernizing lifestyles.

The first evidence of Indian wine tourists revisits intentions. The current research fills a research gap by examining India’s wine tourism phenomenon.

The purpose of the study was to devise an instrument, labelled the Fine Wine Instrument (FWI), to measure the fine wine behaviour of respondents and then use that base to segment the consumer sample. The behaviour of those respondents who scored highly on the FWI was examined in detail.

An online survey collected quantitative information from a convenience sample of Australian wine consumers (n = 1,017). Using the FWI as the segmentation base, cluster analysis identified three segments of consumers, denoted “Wine Enthusiasts”, “Aspirants” and “No Frills” wine drinkers, and their respective wine-related behaviours were examined.

The Wine Enthusiasts’ segment consumed more wine, spent more money on wine and were more knowledgeable about wine than the other two segments. The demographics of the Wine Enthusiasts’ segment indicated that the members were not consistent with the conventional view of wine connoisseurs, as many were under the age of 35. Their lifetime value to the wine industry was highlighted along with potential targeting strategies. Some structural elements of the Australian domestic wine market were also noted.

A segmentation base of a wine market is presented, which the authors argue provides a more sophisticated analysis than other commonly used segmentation bases.

This study was the first to segment the Australian market using the recently developed FWI. The study provides the latest information on this market and deeper consumer insights that may permit better business-to-consumer engagement.

This conceptual paper seeks to examine the issue of whether or not a brand needs to be consistent. Whilst this assumption often seems to be made within the marketing literature, it has not previously been examined.

The paper uses the example of wine to explore the consumer's desire for consistency. The paper is not based on a specific research project, but rather reflects the findings of a number of projects, and of an engagement with commentators on wine over a number of years.

The paper suggests that rather than wine invariably being the same it is necessary for it to offer a regular standard of quality within varying external constraints, and that consumers may actually search out such inconsistency. By extension, it is argued that this is relevant for other goods, such as a foods and fashions, and aesthetic and ludic products.

It may be relevant for managers to build inconsistency into product design in some cases to give consumers the chance of involvement in brand co‐creation.

The paper examines an aspect of brands (consistency) not previously considered, and moves on the current debate about consumer participation in the development of brand meaning.