Purpose 4 The purpose of this research is to gain insights of the use of social media (SM) in the 5 wine industry. From the theoretical viewpoint to analyze wineries' social media 6 segmentation, targeting and positioning (STP) to help the wine industry to improve the 7 effectiveness of SM communication. 8 Design/methodology/approach 9 An observational study of Spanish wineries' SM presence and traffic was carried out 10 during a three-month period in 2013 and repeated in 2016. During this period a 11 questionnaire was distributed to 196 wineries. Logistic regression was used to model the 12 dichotomous outcome variable of whether a winery "does" or "does not" utilise SM. 13 Additionally, leader wineries were interviewed in April/May 2016 about SM 14 segmentation, targeting and positioning (STP). 15 Findings 16 The results show that most wineries are starting in SM without a well-defined strategy. 17 The presence of a webpage is significantly related to the use of SM. SM wineries do not 18 segment and can take advantage of digital targeting strategies. 19 Practical implications 20 Segmentation and targeting SM can improve the effectiveness of the winery SM 21 activities as well as the winery competitiveness in the wine industry. 22 Originality/value 23 This research is a first step in understanding the value of segmentation SM to reach 24 millennial consumers and the importance of targeting to improve the effectiveness of 25 winery on SM. 26 Keywords ICT, Spanish wineries, digital wine targeting and positioning strategy, wine 27 SM segmentation. 28 Article Classification Research paper 29 30 Introduction 31 Researchers and marketers emphasize the importance of SM as an easy, low cost 32 communication option that provides an immediate connection with a large number of 33 consumers (

The purpose of this research is to analyze the effect of wine tourism activity on economic performance in the wine context of Ribera del Duero (Spain), as well as the mediating effect of ecological agriculture on this link. To this end, a conceptual model is proposed based on the literature review carried out and contrasted through structural equation modelling (PLS-SEM) with data from 263 wineries, which in turn represent the population under study. The study results allow for us to empirically demonstrate the positive and significant relationship of wine tourism on performance, as well as the partial mediation of ecological agriculture in this relationship. The study thus contributes to the academic literature in a remarkable way given that, to our knowledge, there are no previous studies that have addressed the mediating role of ecological agriculture in the wine tourism–economic performance link. However, the research also suffers from certain limitations. In particular, given the relevance of the study, it is necessary to broaden its geographical scope so that, as a future line of research, it is proposed to contextualize the model proposed in the California wine industry, being able to subsequently establish similarities and differences in the Old and New World.

Natural wine is made from grapes produced under organic or biodynamic management without using additives in the cellar. Natural wine represents a movement of winegrowers that see agriculture as an ethical act against wine industrialization and as a way to make food systems more sustainable. The movement has gained fast-growing global fame and connects rural producers with urban consumers. The recent French recognition of a natural wine certification has spurred discontent among other European countries and wine business associations. A debate about the policy implications of natural wine certification is necessary in order to shed light on the matter. This article calls for transparency in the labeling of wine ingredients, in line with recent consumer demands, which would make the creation of new certifications redundant.

Purpose This paper aims to develop an understanding of cooperation and collaboration in the natural wine industry in Spain as well as a deeper understanding of the challenges facing natural wine producers in the 21st century. Design/methodology/approach Field interviews using a structured questionnaire were conducted with five Spanish producers of natural wine in five different regions during fall 2018 and late spring 2019. Interviewers prompted respondents to expound upon the potential of incorporating cooperative relationships to help producers grow their businesses, share production and marketing techniques and explain how they educate consumers about natural wines. Findings Content analysis among five field-researched case studies reveals common goals and challenges, but Spanish natural wine producers have not reached a consensus on the benefits of cooperative relationships. Respondents acknowledge that their indecisiveness and consumer confusion about natural wines are barriers to working together. Research limitations/implications Generalizations from a sample comprised five companies cannot be made, nor can we claim that respondents were unbiased. Respondents were reluctant to release financial and production data; thus, the outcomes of coopetition strategies were indeterminate. It may be that a coopetition strategy is only positive up to a fixed point, upon which a diminishing-returns effect is manifested. Observations were made during a period when the Spanish wine industry was contracting, as political uncertainty in that country and post-Brexit clouded the future of tourism in and exports from certain Spanish wine regions. Practical implications Collaboration and cooperation would afford Spanish natural wine access to shared resources, networks and farming technology and knowhow to enhance the image and reputation of natural wine in Spain and internationally. Social implications To explore how cooperative and collaborative relationships might be achieved, five case studies of natural wine producers in Spain illuminate their real-life challenges and goals. Cooperative relationships among these producers have the potential to contribute to industry growth and value creation, while creating shared competitive advantages. As these niche producers weigh how to come to a consensus about pooling resources and working together to educate the prospective natural wine consumer, doing so may well lead the next wave of entrepreneurial, innovative activity in an industry that is ripe for change. Originality/value To explore how natural wine producers face the challenge to increase transparency in its production and to help consumer to know what natural wine is. In the Old World, the French Fraud Control Office recognized the category “vin méthode nature” (wine nature method) as a special wine. It was the first step towards helping consumers to reduce the information asymmetries existing between the productive and consumption fields, increasing transparency in natural wines production.

Puerta del Viento (PdV) Organic Wines has been making wine since 2009. The wines were made by Jorge Vega, a wine-grower from the Bierzo, who produced handcrafted wines using organic farming techniques. Organic wines produced from Mencía and Godello grapes created a market niche for Puerta del Viento, one of only five organic wineries in the Bierzo region. These local varieties were only grown in the Bierzo and in a smaller appellation nearby. In late 2014, Vega was concerned that gaining consumer acceptance for his unique and as-yet unknown wines was proving to be difficult.