Contributions from Literature for Understanding Wine Marketing

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.

Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region

“…Accordingly, the size of our sample is considered reasonable, uncovering rich detail on diverse tourist experiences in the region. The purpose was to gain an in-depth understanding of the phenomenon under study [64,66] and to reveal participants' perceptions and opinions about the topics in focus [69].…”

Driving Management of Novel Foods: A Network Analysis Approach

“…Otherwise, those who used fractional counting (Lai et al, 2016), in accordance with its functionality (Van Eck and Waltman, 2018), mostly encountered data skimming needs. Sometimes, it is because they use only one keyword (Martinho, 2021) for the collection of the articles, or, in other cases, their search output resulted in a much larger number of papers (Dardonville et al, 2021) than those in this paper.…”

Segmentation of wine tourism experience in Mexican wine regions using netnography

“…Much has been written about differences among visitors to define the wine tourist's profile determining the out-and-out market segments with respect to demographics (Mitchell and Hall, 2001; Martinho, 2021), motivation (Alant and Bruwer, 2004; Bruwer, 2003; Carlsen, 2004; Charters and Ali-Knight, 2002), interest in wine (Charters and Ali-Knight, 2002; Cohen and Ben-Nun, 2009), wine knowledge and lifestyle (Asero and Patti, 2011; Mitchell and Hall, 2001).…”