How the country-of-origin impacts wine traders’ mental representation about wines: A study in a world wine trade fair

Abstract

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The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

“…Previous studies have shown that the country of origin of wines can have important implications for both export and marketing activities of the wine industry. For instance, Rodrigues et al (2020) have shown that the country of origin of wines is extremely relevant to the wine traders' mental representation. Tzimitra- Kalogianni et al (1999) concluded that the wine origin is one of the most relevant wine attributes in the Greek market, together with label, aroma, taste, and clarity.…”

“…Different types of conceptual categorizations have been developed to classify wine producing countries, but the classification that separates the geography of the wine industry into two "worlds", has been widely applied (Rodrigues et al, 2020). According to this taxonomy, Portugal is classified as an "old world" wine producing country, while Canada is a "new world" wine producing country (Johnson and Robinson, 2013).…”

“…Therefore, a non-traditional exporter indicates a country with a reduced presence as an exporter in the international wine market. According to these categorizations, the differences between the two countries under investigation are evident, since while Portugal is classified as an old world traditional producing wine country, Canada is considered as a new world non traditional producing wine country (Rodrigues et al, 2020).…”

Social Mobility and the Social Representation of Sparkling Wine in Brazil and France

“…Traditional wine nations, though they might belong to the New World, form a closer and more familiar bond with wine than non-traditional wine countries. For example, France bears much closer ties to Argentina, a traditional wine producing country, than to Switzerland, whose bond is nearer to Brazil, a non-traditional wine country [38]. The Old World, composed of European countries, is the traditional producer and consumer.…”

“…Wine is seen as a traditionally French beverage [36], a cultural object of sociability and heritage [76] in which representations are influenced by culture and expertise level [6]. France is considered a traditional wine producing country, while Brazil a non-traditional wine producing country [38]. Wine has an "ideal" context of consumption [32,77] and may have an "ideal" label and bottle [78]; furthermore, it is an object of polemical representations and part of intergroup conflict, connected to social identity [5], represented as a product of social standing and affluence [20,33].…”