bluuebunny/crossref_metadata_2025 huggingface dataset:
Promotional Competitions — A Winning Technique for Wine Marketing
Authors: Peattie Sue
Published: December 2009

Over the last thirty years, wine has taken an increasingly large share of the UK alcoholic drinks market with sales volume growing at a rate of 4.2% per annum. However, although the market has expanded there is now increasing competitiveness within this market from the new wine producing areas. More recently, competition is emerging from new drinks such as speciality beers and alcoholic soft drinks. The implications for the wine marketer is that there is a need to make full use of all the ‘tools’ within the marketing management toolkit. One of the most popular responses for marketers under competitive pressure in a range of industries is sales promotion. But despite being popular, sales promotion is poorly understood compared to advertising. This is partly because it has never enjoyed the academic scrutiny afforded to the more glamorous field of advertising. However, promotional techniques are now being studied individually and their appropriateness for different markets and marketing tasks is being discussed. Price‐based promotions have been the most popular in the drinks market, as in many other markets, but there is growing awareness that non‐price based promotions can add value for the consumer while meeting a range of marketing communications objectives. This article looks at the use of consumer competitions, one of the most popular non‐price promotional tools, with a survey of 319 competitions run by the drinks industry.
New Product Development — The Alcoholic Soft Drink Market
Authors: Davie Paul
Published: December 2009

The development of marketing thinking has been stimulated by the pressures of competition. If growing competition for more mature and discriminating markets is a major trend for the next decade, the pursuit of improved product quality and of excellence will be an essential management response. New product development is a vital part of marketing policy for all companies and organisations, as it represents one of the key means by which corporate renewal is achieved and a future secured. This article analyses new product development in the light of the new alcohol soft drink products, which presents a myriad of challenges and opportunities for beverage manufactures and the UK drinks market These drinks have been latched onto by brewers who were desperate to win over young people who had snubbed beer and cider; but their drive has backfired, with drinks such as Hoopers Hooch being condemned for their appeal towards the teenager. In view of this, the article will conclude by identifying the controversial implications these drinks will have for the future stability of the alcoholic soft drink market
The Need for a New Breed of Licensed Retail Managers
Authors: Lincoln Guy , Bradbury Alison
Published: December 2009

Examines the changing employment needs in licensed retailing in particular the need for highly skilled management. The increasing sophistication of pub retailing is addressed along with the growth of the food provision in pubs. The paper identifies a skills gap in licensed retailing management and calls for increased opportunities for graduate trainees. The case of Bass taverns is discussed.
The Role and History of the British Pub
Authors: Knowles Tim , Dingle Alison
Published: December 2009

This article presents a brief history on the role of the public house in society and its evolution through the years. The ‘traditional’ pub is discussed and questions are raised as to the future of the traditional pub following the Beer Orders. This is supported by an analysis of the leisure trends impacting pubs and analysis of the catering and pub markets. Future implications are considered with suggestions for pub success.
An Untapped Heritage Resource — the British Public House
Authors: Howe Ghislaine
Published: December 2009

A comprehensive development of the pub is provided highlighting its role in society. The environmental forces leading to the changes in pub visiting are presented. The pub as a tourist attraction is discussed as an option for the sustainable preservation of the pub. Suggestions are made for pubs to tap into the heritage and cultural tourist market.
Cross‐Border Shopping and the Price of a Pint of Beer: An Examination of the Case For and Against Cutting Duties on Beer
Authors: Nield Kevin
Published: December 2009

The case for cutting excise duty on the price of alcohol is presented as a way of reducing the amount of legal and illegal imports of alcohol products. Both sides, for and against the cutting of duty are discussed. Denmark is used as one example. Estimates of losses are made along with the possible budget outcome.
The UK Market for Portuguese Table Wines: A Structural Analysis
Authors: Ramos Paulo , Thompson Keith E.
Published: December 2009

Wine is important to the Portuguese economy, and the United Kingdom is one of Portugal's oldest and most important wine markets. Yet the Portuguese are rapidly losing their share of the UK market, and have already been overtaken by Australia, Bulgaria, South Africa, the USA and Hungary. This paper reports a study of the Portuguese wine industry in the context of the UK market using Porter's structural analysis model as the analytical framework. Data were collected via depth interview with executives closely involved in the wine trade, in Portugal and the UK. It was found that Portugal's traditional source of competitive advantage, low costs as a consequence of low wages, has been eroded. The absence of any other cost advantage, low investment in products and markets and a lack of scale economies are exacerbated by production‐led convictions that Portuguese wine is best — it is just that the customers do not appreciate it. Meanwhile the customers perceive a lack of reliability in quality, lack of the ability to consistently deliver the required quantity and fluctuating prices. Portugal needs a consistent strategy for sustainable competitive advantage; some alternative strategies are discussed.
Changing Patterns in Wine Consumption: The North‐South Divide
Authors: Smith David E. , Solgaard Hans S.
Published: December 2009

Consumer researchers are interested in the degree to which global convergence is occurring along with various consumer behaviour dimensions and to what extent the consumption patterns in different parts of the world are becoming similar. With increasing internationalisation and cultural cross‐fertilisation, the industrialised societies of the world are converging in many ways. Shifts in alcoholic beverage consumption patterns in Europe over the past 50 years may represent a case in point. As traditional cultural boundaries become blurred, consumer preferences for wine appears to be driven less by long‐standing local and regional traditions, and more by growing acceptance of a wider choice. The disparity of wine consumption among the 12 countries studied has also decreased. Other powerful forces are likely to accelerate the pace of convergence in the future.
The British Pub Within the Tourism Product
Authors: Knowles Tim , Dingle Alison
Published: December 2009

The British pub is part of the face of Britain presented to the world and the theme running through this article is to set British pubs within the context of heritage tourism. The thesis contained within this article is to focus on one of the elements of community life, the pub, in order to examine its characteristics and value within the wider spectrum of visitor attractions set within the context of the tourism industry. The article reviews the literature in ascertaining whether the British pub is a tourist attraction for overseas visitors, and why. Whilst the pub has an important role in domestic tourism, the main emphasis of this article is on the national factors that predetermine its survival and the nature of its appeal to visitors from abroad.
Pineau Des Charentes
Authors: van Westering Jetske
Published: December 2009

In this era of rapid changes consumers have become less brand loyal and are always looking for the new “in” product As the result of these changing preferences chances for new products are steadily rising. The range of aperitifs has remained unchanged for at least twenty years, sales of products like Sherry and Vermouth are steadily in decline. This article investigates the chances of a hitherto little known product in the UK, namely Pineau des Charentes. It also reports on research carried out amongst producers in the Pineau producing area into factors that could influence the success of Pineau.
Toward Adopting Cork Alternatives for Fine Wines: A Review
Authors: Roberta Steven M.
Published: December 2009

Cork stoppers may taint as many as one in 33 bottles of all domestic US wines. Yet, because tradition is thought to play such an important role in shaping expectations regarding acceptable premium wine packaging, marketers have felt little need to test whether cork closures are indeed a critical consumer expectation. This paper serves as a guide toward understanding the obstacles which must first be overcome by those producers who wish to adopt cork substitutes for fine wines. This paper also offers insight into grappling with the implementation of problem solutions; shows why desirable solutions may not always be practical; and provides insight into why conflicting intrafirm departmental viewpoints, consumer expectations, and the competitive environment in which the firm or industry operates, can combine to lead the marketer to reject money‐saving superior product innovations. Preliminary work indicates that consumers reject label message conditions as a means of achieving acceptance of cork alternatives. The main objective of future research should therefore be to provide specific findings on how much positive and negative impact is likely to occur by changing the product design.
Product Involvement in Consumer Wine Purchases: Its Demographic Determinants and Influence on Choice Attributes
Authors: Quester P.G. , Smart J.
Published: December 2009

While the concept of involvement has long intrigued marketing researchers, its application to the case of wine purchase behaviour has been limited. In particular, little is known of the wine consumer characteristics likely to influence their degree of product involvement. Furthermore, no reported research has attempted to assess the outcome of product involvement in relation to the different attributes relevant to consumer's choice of wine. This Australian study, based on more than 300 face‐to‐face interviews, aims to provide a clearer picture of the demographics of the involved wine consumer as well as to demonstrate that involvement matters considerably in determining the importance of some wine attributes over others.
The Preservation and Marketing of the Pub Experience: An Integral Part of the Tourist Product for Overseas Visitors?
Authors: Knowles Tim , Dingle Allison
Published: December 2009

The literature on the history of the pub presents an invaluable background to any study of the industry, the very special place it fills in our society, and the wider context of its role in British tourism heritage. Most authors acknowledge that the pub is changing with the times, although a mere glance through such comment bears testatment to the way in which the pub's enduring qualities have survived by gradual evolution and adaptation. Of more topical interest, newspaper articles draw the public's attention to the latest developments and trends in the entertainment and leisure spectrum, and comment on their implications for the community and specifically the public house. For the most part, these are of a nationally introspective nature and the pub is not portrayed as a tourist attraction in its own right This article contrasts the views of three stakeholders within the retail pub industry, namely, the tourist, the landlord and the brewer. It charts their views on the evolution of the public house.
Portuguese Table Wine: A Response and Update
Authors: Kelly Geoffrey
Published: December 2009

A response and update to the previous article by Paulo Ramos and Keith Thompson (IJWM Vol. 8, No. 2).
California Wine Exports to Mexico and the NAFTA
Authors: Sims Eric N.
Published: December 2009

The free trade area between the US and Canada was extended in 1994 to include Mexico. This article examines Mexico's demand for wine produced in the US. The citizens of Mexico do not traditionally consume wine. Brandy and rum are the preferred alcoholic beverages. But, Mexico has a large population and is expected to grow at a rapid rate in the future. Further, when the agreement took effect in 1994 the tariff on US wine was 20 percent The price of US wines will decrease significantly over the next ten years as the tariffs are eliminated. NAFTA also removed other wine specific trade barriers as well. The price elasticity of demand is −1.02 for the 1987–1994 period. The income elasticity is close to five and the cross price elasticity with EC wines was 0.3. Both the price and income elasticities portend a positive impact on the demand for US wines. The drawback to the optimistic predictions are the extremely low initial levels of consumption of wine in Mexico. So, even a doubling of consumption would still have a negligible impact on the US wine industry.
The Marketing Channels of the Texas Wine and Wine Grape Industry and Their Economic Impacts
Authors: Michaud Marc , Segarra Eduardo , Dodd Tim
Published: December 2009

This study estimates the economic impacts of the Texas wine and wine grape industry on the Texas economy by marketing channel. Survey data from the state's vineyards and wineries for 1996 is used to construct an input‐output model of the Texas economy and an industry impact framework using IMPLAN. Results show that the total core economic impacts of the Texas wine and wine grape industry were $85.8 million in output impacts, 1,157 jobs, $29.6 million in income impacts, and $46.6 million in total value added impacts in 1996. Much of these core economic impacts were attributable to the retail and restaurant marketing channels.
Consumer Acceptance of Synthetic Corks
Authors: Murray Warwick , Lockshin Lawrence S.
Published: December 2009

Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an interview and survey approach with 200 wine shoppers in Australia to determine: 1) consumer perceptions of cork problems; 2) acceptance of a synthetic cork with no information provided; and 3) acceptance of a synthetic cork after providing information concerning cork problems and solutions. Consumers who purchased more than one bottle of wine per week had the most problems with corks, but 75% of all consumers interviewed had experienced some problems in the last 12 months. The provision of information was key in gaining consumer acceptance of the synthetic corks. Measures of which attributes of the synthetic corks attracted consumers is also provided along with recommendations for introducing these closures into the marketplace.
Revising Australian Export Strategies to The Pacific Rim: The Case of the Thai Wine Market
Authors: Cook Donald , Lockshin Lawrence
Published: December 2009

Wine exports from Australia are expected to double within the next five years and much of this growth has been forecasted to occur in the traditionally non‐wine drinking countries of the Pacific Rim. This paper, based on lengthy interviews with importers, agents, and buyers for various retail institutions in Thailand, uses a case study approach to argue that export strategies based on successful entry into the UK and US markets will be less efficient in the Pacific Rim. A detailed analysis of the market structure, including the types of wines and strategies of institutions from the top to the bottom end of the price spectrum is presented. The success of Australian producers entering the Thai market will be achieved only by changing the strategy they have used in the UK and US. A stronger focus on Australia must be made along with the use of fewer, but bigger agents and distributors. Marketing strategies for each type of retail institution are provided as well.
The Role of the Appellation in Wine Marketing — Does the New Zealand Wine Industry Know What It's Getting?
Authors: Hamlin Robert P. , Watson Victoria
Published: December 2009

This paper examines the attitudes of the New Zealand wine industry towards the proposed New Zealand ‘Registered Origin’ appellation policy. Existing appellations are reviewed, including the motives for their establishment, their performance, and their relationship with the marketing activities of wine producers. The review concludes that existing appellations could be divided into two groups, the ‘active’ appellations of the Old World, and the ‘passive’ appellations of the New World. Passive appellations make assumptions as to industry behaviour. These assumptions are identified. These assumptions have to be both understood and supported by an industry if they are to adequately support a passive appellation policy. An interview survey of New Zealand wine producers examines the industry's understanding of the proposed passive appellation. The results suggest that the level of understanding is low, at around 25% of those interviewed, which has negative implications for the proposed appellation.
Wine Purchasing in Singapore: A Supermarket Observation Approach
Authors: Handley Ian , Lockshin Lawrence
Published: December 2009

The growth of wine sales in the Pacific Rim is receiving a large amount of attention. This study was designed to look more deeply into the actual purchase behaviour of middle class wine buyers in a selection of Singaporean supermarkets. Purchase behaviour was observed for 60 hours in a total of eight representative supermarkets. The findings show a smaller number of sales than would be expected, especially based on the size of the category displays. The types of wines, countries of origin, prices, browsing, and purchases are noted. The overall conclusion is of a wine market in its infancy with a need for education and further development before wine becomes a regular part of weekly shopping and consumption.
Cross‐cultural Analysis of Wine Consumption Motivations
Authors: Hall John , Shaw Michael , Doole Isobel
Published: December 2009

This paper investigates the influence of ethnologically based cultural factors on the motives and occasions for wine consumption both in Australia and overseas. As the international market for wine expands, global marketers have begun searching for new ways to define trans‐national segments. In particular, the success of Australian wines in the UK has provided a strong base for expansion into the competitive European market One key decision must involve what degree of differentiation the marketing program for each country will contain. Because many marketing theorists see ethnic or cultural background as one of the major underlying determinants of consumer behaviour this decision becomes quite critical. Others argue that consumption of wine is not culturally dependent but based on either a common set of motivations or is determined solely by the occasion in which wine will be consumed. To study this hypothesis a questionnaire was administered to approximately 500 respondents from a variety of Australian and European backgrounds. A single cross‐sectional design was employed. Respondents were primarily selected using a random sampling procedure with quotas boosted for some cultural groups by a convenience sampling process. The four chosen for analysis were Italian, Greek, German and Australian. It was found using an occasion‐based segmentation approach that there were significant differences between wine consumers of different cultural backgrounds. It is concluded that cultural factors do impact on the consumption process of wine and should be considered in any proposals for trans‐national segmentation strategies. However it is also shown that there are some motivational factors that are not culturally dependent. These factors are prime reasons for general wine consumption behaviour and could be used if an undifferentiated global! approach to wine segmentation is the most efficient for the marketer.
Some Characteristics of Wine Innovators
Authors: Goldsmith Ronald E.
Published: December 2009

This article reports the findings from a survey on wine use and related consumer characteristics from 271 adult US consumers. A valid and reliable self‐report scale was used to measure wine innovativeness. Multi‐item scales also measured level of wine consumption, wine involvement, opinion leadership for wine, and real and subjective wine knowledge. As hypothesised, wine innovators reported using more wine than non‐innovators. They were also found to score higher on measures of wine involvement, wine opinion leadership, and subjective wine knowledge than those consumers less likely to be wine innovators. This pattern of characteristics is similar to that found for innovative consumers of other product fields and provides insights into the characteristics of wine innovators that marketers can use to develop better strategies for innovative wine products.
Forecasting in the Wine Industry: An Exploratory Study
Authors: Steinhagen Sigrun , Darroch Jenny , Bailey Bill
Published: December 2009

The wine industry is typical of many other horticultural industries in that it faces tremendous uncertainty, due to long lag phases between the initial planting, harvesting, bottling and sales, and seasonal variation between years. As a consequence, marketers face constant challenges when matching supply with demand. While much literature exists on forecasting, forecasting within the wine industry has not yet been documented. An exploratory study of 11 New Zealand wineries, using in‐depth semi‐structured personal interviews, was carried out to develop an understanding of the forecasting and planning processes followed by the wineries. Results were varied, at times confirming existing literature on forecasting and at times contradicting it. The results of this study suggest that wineries use more sophisticated short and long term forecasting methods. In addition, viticulturists become more involved in the forecasting process.
Consumer Preferences for Wine Attributes in Different Retail Stores: A Conjoint Approach
Authors: Sánchez Mercedes , Gil José Maria
Published: December 2009

Conjoint analysis has become an increasingly popular approach to estimate the benefits derived from the attributes of a product. This decompositional method provides information about the structure of consumers' preferences, as obtained from the overall judgement of a set of alternative products defined as a combination of levels of different attributes. A two‐Limit Tobit Model approach for conjoint analysis has been used to examine and compare wine attribute preferences within and between different retail outlets (wine shops, direct‐from‐producer and supermarkets) in two Spanish regions: Aragon and Navarre. Three attributes have been used in the conjoint design: price, origin and vintage year. Among these attributes, price is the principal aspect for consumers who buy in wine shops, origin is the most important attribute for supermarket buyers and grape vintage has more utility for buyers who obtain wine directly from the producer. Finally, three wine consumer segments have been identified and characterised in the two regions.
The Marketing Strategies of Port Wine Companies
Authors: Filipe Lages Luis , Shaw Vivienne
Published: December 2009

Despite the universal recognition of port as one of the most traditional and famous fortified wines in the world, there has been little investigation into this product, in either the field of marketing or strategic management. An empirical investigation into the marketing strategies of port wine companies is presented here. Qualitative data were obtained during early 1998 through internal sources and semi‐structured interviews conducted with the directors of port wine shippers and the chairmen of institutions which play a key role in the port wine industry. Four different types of companies were identified in the port wine industry: companies owned by multinationals (MOCs), British family‐owned companies (BOCs), Portuguese family‐owned companies (POCs) and independent wineries (IWs). This study identifies the key issues faced in relation to each of the components of a marketing strategy. It reveals the importance of key issues involved in the development of marketing strategies of port wine, and in particular, the extent of distribution network, packaging, product quality, price point, value for money, direct marketing and the organisation of special events. It also reveals that the port wine industry is controlled by long‐term orientated organisations (i.e. MOCs and BOCs). Companies that have difficulties in controlling their distribution network (i.e. BOCs and IWs) also have difficulty in establishing long‐term objectives. Generalisations to wine marketing must be made with caution since this investigation was built on a study of a specific wine industry which has particular characteristics.
Wine Tourism in New Zealand — Maybe The Industry Has Got It Right
Authors: Beverland Mike
Published: December 2009

The arguments for increased focus by vineyards on the development of wine tourism activities have received increased attention in the last five years. Wineries have often been criticised for not focusing enough attention on developing networks with tourist organisations, local governments, and cellar door activity in general. This approach ignores both the wider market context within which New Zealand wineries operate and the associated opportunity costs of developing wine tourism facilities. This research seeks to place wine tourism within the general market context in New Zealand. We present the results of qualitative interviews with key industry players and argue that wine tourism facilities may be under‐developed precisely because wineries are having more success in export markets which provide greater returns than cellar door sales.
The Attitude‐Behaviour Relationship and Usage Effect in the White Wine Market
Authors: Rink Lucy
Published: December 2009

This research evaluates attitude — behaviour relationships in the wine market by examining consumer attitudes towards six brands of white wine. This is done using a Likert style questionnaire, including brand ‘usage’ questions on a sample of 110 respondents who are a representative sample of wine consumers. The research evaluates consumer attitudes towards brand attributes, and examines the relationship they have with the usage patterns and market share of the brands. The research is a replication with extension of Ehrenberg's studies, in that a scaling technique to examine the strength of the attributes is used to further examine the attitude‐behaviour relationships. The results of the study find support for Ehrenberg's theory that there is a strong relationship between brand usage and positive attitudes towards the brand, and current brand usage and claimed intentions to buy in the future. Furthermore, there is a pattern of Double Jeopardy showing that among users, positive attitudes are fewer for small brands than big brands. The use of the scaling technique did not obtain more significant detailed information than previously used ‘free choice’ methods. The overriding managerial implication is the importance to generate actual brand ‘trial’ not simply create an image.
The Montana Wines — Seagrams Chateau Strategic Alliance
Authors: Beverland Mike
Published: December 2009

The US wine market is one of the most heavily regulated in the world with government regulation requiring exporters to go through a three tier distribution system. Coupled with geographic fragmentation, high transportation costs, and a significant degree of uncertainty, this represents a significant barrier to entry for small producers. As the wine market becomes more and more competitive, the ability to enter the world's second wealthiest wine market will be critical to continued market success. One way of circumventing market entry barriers and complying with government regulation is the formation of a strategic alliance with a home country distributor. This paper presents a case study in how one company, Montana Wines of New Zealand, formed an alliance with Seagrams Chateau in the US. The secret to success is to find the right fit between the philosophies and culture of each partner.
Oenographile and the Layman
Authors: Garrett Peter
Published: December 2009

The study of wine labels can be a non vinous entry to the wine world. There was self labelling of vats before 3000BC — followed by that of smaller vessels, and later, corks. Paper labels were used in the nineteenth century, and became compulsory in the twentieth. To assess a wine, the grape variety, the soil of the area indicated, and the climate, will form the platform upon which to impose the effect of the complicated regulations appearing on the front label. It may be necessary to discount near deception, or over advertisement. The basic wine laws of two countries are highlighted in order to appraise three illustrated labels. Concluding are brief indicative notes of some other countries.
Wine and Food Tourism in the Australian Capital Territory: Exploring the Links
Authors: Macionis Niki
Published: December 2009

The last few years has seen an unprecedented interest in the marketing and development of wine and culinary tourism, both overseas and in Australia (Macionis, 1998). Indeed, wine and food have become integral components of the tourism product and experience (Hall, et.al., forthcoming). For example, Tourism NSW's Food and Wine in Tourism Plan (Tourism NSW, 1996:2) states that it is the “beginning of [and] effort to bring food and wine into the tourism mainstream,” while regional areas such as NSW's Central West have launched the Cowra‐Orange‐Mudgee Experience (COME), which focuses on food and wine as the “hook to lure more visitors” (Downey, 1998:6). Despite the increasing recognition of the role of wine and food in attracting visitors and the often quoted synergy and complementary nature of the wine and tourism sectors (King, 1998; Connel and Gibson, forthcoming) there has been little specific focus on wine, food and tourism linkages. In addition, wine tourism is often viewed only from the perspective of cellar door visitation and tasting (King, 1998), with little consideration placed on conceptualising wine tourism away from the winery. For example, many tourists' first experience with local or regional wines is often far removed from the cellar door, occurring at their hotel or at a restaurant. As such there are considerable opportunities in more explicitly linking and marketing the wine and food products in a tourism context. This paper reports on an exploratory examination and analysis of the nature and extent of linkages and relationships between the wine, food and tourism sectors in the Canberra Region. Based on extensive interviews with Canberra restaurateurs, it examines the potential of wine and food tourism in a developing wine region, highlights practices and perceptions that restrict the development of productive linkages between the wine and food sectors, and explores opportunities for strategic marketing activities that will benefit both industries at both a micro (i.e. individual enterprise) and a macro (destinational product development and marketing) level.
Wine Tourism Marketing Issues in Australia
Authors: Carlsen Jack , Dowling Ross
Published: December 2009

Although wine tourism in Australia and internationally is well established, marketing research efforts to date have been negligible. Estimates of visitation to wine regions by domestic and international visitors are based on secondary analysis, and these data do not conform to the accepted definition of wine tourism. Economic indicators of wine tourism at the regional level are based on industry estimates and there is no systematic collection of survey data on wine tourism. Wine Tourism marketing issues at the regional level such as market image and branding, regional identity, facilities, infrastructure, wine tourist expenditure, market research and the government promotion are explored and factors to consider when marketing wine regions are identified.
Differentiating the British Public House
Authors: Knowles Tim , Howley Michael J.
Published: December 2009

Whilst the traditional English public house still represents the largest part of the market, its share is falling with the introduction of themed branded establishments. The UK's pub retailers have over the past five years reacted to a developing society whereby attitudes towards leisure time, drinking, eating out, health and entertainment have changed. Through diversification, they have moved away from the traditional British public house towards branded outlets that are able to appeal to diverse consumer demands. The reasons for this diversification will be explored along with the brewers' response. Within this process of diversification is the matter of promotion and branding. The emphasis seems to be slowly moving away from the beer product of a particular brewer to a focus on the service providers' corporate image, name and reputation. In cases such as Whitbread and Bass, companies are introducing a hierarchy of brands that revolve around five issues: physical evidence, service delivery, process, people and quality. It is the customer's perception of these five attributes that will determine establishments' success. This paper critically analyses the reasons for success of pub branding with a link made between the nature of the “product” and customers' perception.
Postcard From South Africa
Authors: Garrett Peter
Published: December 2009

Update on what is happening in the wine market in South Africa.
An Empirical Confirmation of Segments in the Australian Wine Market
Authors: Hall John
Published: December 2009

Spawton (1991) discusses consumer expectations and risk‐reduction strategies in the purchase of wines. Spawton (1991) refers to a four‐segment model of the market. These segments include Connoisseurs, Aspirational Drinkers, Beverage Wine Consumers and New Wine Drinkers. These segments were developed from the results of an exploratory qualitative study conducted by McKinna (1987). This study aims to empirically test and confirm the segments that the wine industry has taken for granted. There are four hypotheses relating to the confirmation of Spawton's (1991) segments.
Wine Choice Behaviour: The Effect of Regional Branding
Authors: Rasmussen Michelle , Lockshin Larry
Published: December 2009

As Australia embarks on the new millennium, marketers must understand the basis of consumer choice, both domestically and internationally. Generally, brands are becoming globalised (Boze and Patton, 1995), but the wine industry provides an interesting example of global branding in the context of a plethora of brand names. In Australia alone, over one thousand wine companies produce over 16,000 wine brands (Spawton, 1998). This array of wine product creates a complex marketplace, which causes consumers great difficulty when making a purchase decision (Greatorex and Mitchell, 1988). To combat this problem, wine companies have been using branding as a means of differentiating their product (Lockshin, 1997). The introduction of geographical indicators (registered names for specific regions of origin) has spurred on the use of regional branding as a branding tool. This research is being conducted to clarify the effect of regional branding on consumer choice behaviour. The results from the qualitative research stage highlighted the fact that a small number of consumers used regional branding as a cue in their choice decision. These consumers generally had higher perceived knowledge of wine, greatly enjoyed purchasing wine and spent a longer time in the wine retail outlet than other consumer groups. A quantitative study will now be conducted to clarify which consumer groups use regional branding as part of the choice process and to determine the importance of a company's brand and price used in consumers' choice process. As wine is not the only product branded by its region of origin, this research will be beneficial to other product categories such as cheese, seafood and olive oil (Belk King, 1997).
Are Salespeople Relationship Oriented? (And Do They Need To Be?) A Study Based on the New Zealand Wine Industry
Authors: Beverland Michael
Published: December 2009

Despite the important role of salespeople in forming relationships with customers, little research has been carried out in this area. Based upon a series of interviews and a large‐scale survey of salespeople in the New Zealand wine industry this paper argues that the role of salespeople is vital in forming long‐term relationships with retailers and distributors. The paper examines, in detail, strategies used by salespeople to create and maintain relationships, avoid the loss of key accounts and the support that an organisation can provide to assist salespeople in this area. Results highlight the importance of constant calls, communication, product support and partnering in forming relationships with customers.
UVA MIRA, Birth of a New Wine Farm
Authors: Garrett Peter
Published: December 2009

This article studies the planning and creation of a substantial wine farm in South Africa. A prominent businessman uses his managerial talents in copy‐book fashion, to attract earlier return (on his considerable outlay) than would have been the case relying fully upon the maturity of his vine crop. An enormous bush‐fire had an unexpected effect, and the variation of wildlife is touched upon, as are the inevitable government regulations. There is so much being, and to be, installed, that it is suggested a follow‐up study concerning maturity and achievements could be useful.
The Development of Wine Tourism in Hungary
Authors: Szivas Edith
Published: December 2009

The article examines the development of wine tourism in Hungary, with a specific interest in the recent developments. Wine tourism in Hungary is in its infancy, but recent years have seen considerable developments. The creation of wine routes and the “1999 — Year of Grastronomy and Wine” initiative are discussed in detail. It is argued that wine tourism can offer considerable benefits both for the wine and the tourism industry for a number of reasons. Firstly, wine tourism might contribute to the dispersal of tourist flows from the established tourist centres. Secondly, it can enhance the image of the destination and thirdly, it can create an awareness of the importance of the quality issues. It is concluded that the next step in promoting and developing wine tourism must go beyond the initial marketing efforts and that appropriate market research and development policies are needed for the long‐term development of a successful wine tourism industry in Hungary.
Attracting Repeat Customers to Wineries
Authors: Dodd Tim H.
Published: December 2009

Many tourism related businesses give little consideration to influencing people to make repeat visits. Wineries are no exception. Management often spends too little time and effort trying to satisfy the visitor and encourage them to return. However, repeat visitors are valuable because they typically spend more than first‐time tourists and pass along information to others. This paper examines the importance of bringing consumers back to a winery, and the information and spending implications of doing so.
Marketing Icewine to Japanese Tourists in Niagara: The Case of Inniskillin Winery
Authors: Hashimoto Atsuko , Telfer David J.
Published: December 2009

Inniskillin Winery is at the forefront of an expanding wine tourism region in the Niagara Peninsula. This paper focuses on Inniskillin's efforts to adopt consumer‐led strategies to market Icewine to increasing numbers of Japanese tourists. Produced after the grapes have frozen on the vine, Icewine is an exclusive premium product. In a society where the price of the gift has become a barometer of the sender's sincerity, Icewine is well suited for the traditional Japanese custom of gift giving. This paper examines how Inniskillin's customer‐led marketing strategy matches with the psychological background of the Japanese target segment enabling the winery to sell 80–90% of all Icewine produced to its Japanese tourists.
The Malt Whisky Trail: The Tourism and Marketing Potential of the Whisky Distillery Visitor Centre
Authors: Martin A. , Haugh H.M.
Published: December 2009

The whisky industry of Scotland originates from the 15th Century when in 1494 the earliest record of distilling in Scotland was documented (www.scotch‐whisky.org.co). Since then the whisky industry has developed to become an intrinsic part of Scottish life and today generates vital employment opportunities and export revenue for the country. The realisation of the tourism and marketing potential of whisky distilleries in Scotland however only occurred in the late 1960s when the Glenfiddich, Glenfarclas and Glenlivet visitor centres opened (TMDA, 1995). Since then more than 44 distillery visitor centres have opened (SWA, 1999) and they now make a significant contribution to the range of tourist attractions in Scotland. For example, in 1995, six distilleries appeared in the top 50 visitor attractions in the Grampian region (GRC, 1995). The Malt Whisky Trail (MWT) is a collaborative venture between Aberdeen and Grampian Tourist Board, the Local Enterprise Company and a specific group if distilleries in the valley of the River Spey. Modelled on successful chateaux visitor trails in France, the first distilleries on the MWT opened to visitors in 1972, and the Trail now consists of a sign posted route, a planned itinerary and informative literature for seven distilleries and one cooperage in the region. This paper outlines the history, development and establishment of the MWT in North East Scotland, the performance of the distillery visitor centre in attracting visitors and adding value to the brand, and an evaluation of the costs and benefits of the MWT. The paper contributes to the literature in three ways: to further understanding of the link between an indigenous industry and tourism, to illustrate the use of co‐operative marketing between firms, and to provide a case study example from which other industries and regions can learn.
Teaching Wine Management (Wine Management Study in Higher Education in The Netherlands)
Authors: Gehrels Sjoerd
Published: December 2009

‘Wine; for some it is a delicate craft, to be fine tuned and practised until it is perfect, for others it is an art form, to be contemplated and discussed until it is understood. For yet others it is just another agricultural product to be bought and sold. No matter what one's feeling about the subject of wine, all agree: the key is education (Reiss, 1999).’ To explore the ideal setting of education in wine and more specifically education in wine management a research programme was undertaken to supply an empirical foundation towards content and methods which could be employed in Higher Education. In the research a qualitative approach was adopted in which 24 F&B Managers of four and five star hotels were interviewed. Information was gathered about the perception of wine, the relationship between wine and culture and wine and health as they were perceived by the managers. The economical value of wine as part of the total offer of the hotel was calculated. Some of the methods used in hotels to train staff in wine management were described. The managers were also asked for their opinion about the level of knowledge on wines they find graduates to have in The Netherlands. Finally, ratings to the importance of different subjects within wine management were given by the respondents which indicates where the emphasis of wine management education should be in the future.
The Importance of Non‐Financial Performance Measures in Wine Business Strategy
Authors: Nowak Linda , Anderson Sherri
Published: December 2009

This article explores the importance, measurement and use of non‐financial performance measures in the wine industry. Results are compared to a similar study done on US Fortune 500 and Canadian Post 300 companies. Findings indicate that a large percentage of US wineries believe in the importance of non‐financial performance measures, especially in the areas of process/product quality and overall customer satisfaction. On average, less than half the wineries are actually measuring for these factors. Also, while some wineries measure non‐financial performance, they then do not use the results of their findings in making strategic business decisions. The wineries differed from the Fortune 500 and Post 300 companies in that they ranked the measurement of employee involvement much higher in importance and market performance measurement much lower in importance.
Origin Information and Retail Sales of Wine
Authors: Duhan Dale F. , Kiecker Pamela L. , Areni Charles S. , Guerrero Cari
Published: December 2009

The purpose of this study is to investigate how origin information for wine products influences retail sales. The growing variety of products and the generally singular origin of wine products makes this market particularly sensitive to origin information. The origin of wine is often perceived as an indicator of quality and is used as the basis of decision making when purchasing wine products. This study empirically tests a portion of Johansson's framework for the use of origin information through both a market survey and a field experiment to determine the predictive value on market position for a group of wine products from the Texas region. The results of the survey and the field experiment were consistent and found that emphasizing the origin of Texas wine significantly influenced retail sales. These results also indicate that special displays and increased retail shelf space do not always have a positive effect on sales of the displayed products. Therefore, it is important for retail managers to first identify whether the image of the wine's origin is perceived positively or negatively before using origin information in store displays.
Imported Wine Demand and Stock Market Returns
Authors: Eyler Robert , Sims Eric N.
Published: December 2009

How individuals respond to changes in their economic condition varies from country to country. This paper explores the linkage between stock markets and wine sales. In particular, we look at the performance of exported wines in foreign markets. This paper hinges on the subtle distinction between wealth and income. We also provide an overview of each market analyzed. Our premise is that stock market fluctuations are correlated with wine demand such that changes in one series may change the other. Further, seasonality and price changes are also considered as components of international wine demand. Our results show that in certain countries, stock market returns are correlated with wine demand, positively in some cases, negatively in others.
The Location of Licensed Premises in the UK
Authors: Egan David , Knowles Tim , Bey Joudallah
Published: December 2009

The licensed retail market in the UK operates in a dynamic environment, yet one aspect that appears to get little consideration is how spatial location may determine the success of particular business or, influence the appropriate use of an existing licensed premises. This paper suggests that it is possible to develop a model of location that can help to explain the location of licensed premises. Additionally, it explores the type of criteria that should be explicitly considered when establishing a new development or the repackaging of an existing licensed unit. At the outset it should be emphasised that the authors are not trying to explain the location of all licensed premises but a model of intra‐urban location, rooted in economic theory, to try and explain the location of different types of licensed businesses within urban areas. The aim is to develop a model that will explain the observable spatial pattern of licensed premises within the major cities of the UK.