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Contributions from Literature for Understanding Wine Marketing

Author

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  • Vítor João Pereira Domingues Martinho

    (Agricultural School (ESAV) and CERNAS-IPV Research Centre, Polytechnic Institute of Viseu (IPV), 3504-510 Viseu, Portugal)

Abstract

Marketing for wines is a determinant tool for several stakeholders within the wine sector, but there are not many studies concerning the topic “wine marketing” and even fewer that take a bibliometric approach. In turn, wine is a strategic agri-food product for the economy of several countries around the world, particularly in Mediterranean countries. Beyond the economic level, wine has an environmental, social, and cultural dimension. All these dimensions have implications in any plan for the wine sector and should be taken into account. In addition, these dimensions change around the world in accordance with different local factors. In this way, sometimes, it is not easy to design adjusted marketing plans for the wine sector, namely, in international markets. Taking the frameworks into account, the main objective of this study is to explore the scientific documents available on scientific platforms, namely, in the Web of Science, related to “wine marketing”. These studies (87 documents) were first explored through bibliometric software, such as the VOSviewer and the Atlas.ti, and then analyzed individually to capture the main insights shown by the scientific literature about wine marketing. To better organize the literature survey, with the information obtained from the bibliometric analysis, the following indexes were identified through factor analysis: “supply index”, “demand index”, “winery strategy index”, “tourism index”, “innovation index”, and “wine characteristics index”. The supply index highlights questions related to new technologies, climate change, logistics in international markets, institutions and regulations, being the main factors that influence wine producers. The demand index stresses the relevance, for consumers, of the relationship between the price and quality of a wine. On the other hand, younger consumers, in general, consume wine outdoors while socializing, giving importance to the label, often when the wine is recommended by someone. Older consumers give greater importance to the wine’s variety and to its region of origin. The winery strategy index shows the importance of questions relating to agri-chains, market differentiation, the history, and the brand. The tourism index brings together aspects associated with the complementarity between activities in the wine sector, wine routes, and contributions from culture and landscape. The innovation index highlights aspects related to the quality and the perceptions of the consumers. Finally, the wine characteristics index shows the little importance given by scientific literature relating to wine marketing and to attributes such as alcohol. A search on the Web of Science for the topic addressed here and “bibliometric” showed that there has been no research carried out with the approach taken here, showing the novelty of this study.

Suggested Citation

  • Vítor João Pereira Domingues Martinho, 2021. "Contributions from Literature for Understanding Wine Marketing," Sustainability, MDPI, vol. 13(13), pages 1-20, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:7468-:d:588409
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    References listed on IDEAS

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    1. Festa, Giuseppe & Cuomo, Maria Teresa & Metallo, Gerardino & Festa, Antonio, 2016. "The (r)evolution of wine marketing mix: From the 4Ps to the 4Es," Journal of Business Research, Elsevier, vol. 69(5), pages 1550-1555.
    2. Gow, Hamish R. & Oliver, Lance D. & Gow, Neil G., 2002. "Co-Operating To Compete In High Velocity Global Markets: The Strategic Role Of Flexible Supply Chain Architectures," 2002: WCC-72 Annual Meeting, June 23-25, 2002, Las Vegas, Nevada 16611, WERA-72 (formerly WCC-72): Western Education\Extension and Research Activities Committee on Agribusiness.
    3. Manal Hamam & Gaetano Chinnici & Giuseppe Di Vita & Gioacchino Pappalardo & Biagio Pecorino & Giulia Maesano & Mario D’Amico, 2021. "Circular Economy Models in Agro-Food Systems: A Review," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    4. Leonidou, Erasmia & Christofi, Michael & Vrontis, Demetris & Thrassou, Alkis, 2020. "An integrative framework of stakeholder engagement for innovation management and entrepreneurship development," Journal of Business Research, Elsevier, vol. 119(C), pages 245-258.
    5. Virginie Baritaux & Magali Aubert & Etienne Montaigne & Hervé Remaud, 2006. "Matchmakers in wine marketing channels: The case of French wine brokers," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 375-390.
    6. Gow, Hamish R. & Oliver, Lance D. & Gow, Neil G., 2002. "Co-Operating To Compete In High Velocity Global Markets: The Strategic Role Of Flexible Supply Chain Architectures," 2002 Annual meeting, July 28-31, Long Beach, CA 19859, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. Hall, Daniel & Pitt, Leyland & Wallstrom, Asa, 2015. "The secrets of secret societies: The case of wine," Business Horizons, Elsevier, vol. 58(6), pages 651-658.
    8. Giulia Maesano & Giuseppe Di Vita & Gaetano Chinnici & Gioacchino Pappalardo & Mario D'Amico, 2020. "The Role of Credence Attributes in Consumer Choices of Sustainable Fish Products: A Review," Sustainability, MDPI, vol. 12(23), pages 1-18, November.
    9. Wei Yao & Chris Baumann & Lay Peng Tan, 2015. "Wine Brand Category Choice and Confucianism: A Purchase Motivation Comparison of Caucasian, Chinese and Korean Consumers," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 19-33, Springer.
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