Wine and web marketing strategies

Begalli, Diego; Codurri, Stefano; Gaeta, Davide Nicola Vincenzo

doi:10.1108/00070700910966041

Cited by 43 publications

(11 citation statements)

References 13 publications

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“…The internet has impacted small businesses, providing customers with information concerning these businesses and their products (wines) (Begalli et al , 2009). As a direct communication channel (Martínez et al , 2019), websites serve several vital functions for wineries, such as providing cost savings, accessibility, niche marketing and partnerships for the wineries by developing involvement, engagement and connection to the winery among a wide range of stakeholders, including consumers, trade and the media (Taylor et al , 2010; Yuan et al , 2004).…”

Section: Literature Reviewmentioning

confidence: 99%

The interrelationship of family identities, personalities, and expressions on family winery websites

Berndt

Meintjes

2023

JPBM

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Purpose Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online. Design/methodology/approach Based on Gioia’s methodology, a two-pronged approach was used to analyze 113 wineries’ websites’ text using Atlas. ti from an interpretivist perspective. Findings South African wineries use corporate identity, corporate personality and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists among these components. Practical implications Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity. Originality/value This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework.

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Section: Literature Reviewmentioning

confidence: 99%

The interrelationship of family identities, personalities, and expressions on family winery websites

Berndt

Meintjes

2023

JPBM

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“…Social media plays a crucial role in selling wine since word-of-mouth is more effective than any other manner of selling wine (Leigon, 2011). Small wine producers oftentimes have a limited budget and for them, social media platforms and other free digital marketing tools allow being competitive and building upon the potential digital has to offer (Begalli, 2008).…”

Section: Literature Reviewmentioning

confidence: 99%

The Importance of Digital Marketing for Wineries and Development of Wine Tourism: Case Study of Serbia

Pivac¹,

Maksimović²,

Blešić³

et al. 2020

International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era

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The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.

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“…This is related with the educational value of such an experience, where one learns about the history of wines along with the history of the place/country. Wine tourism can also contribute effectively to building a branded image for a destination (Begalli et al , 2009, Bruwer and Lesschaeve, 2012a) by creating a unique place identity (Kalandides, 2011). The next section considers the methods used to fulfil the aim of this study.…”

Section: Experiencing Wine Tourismmentioning

confidence: 99%

Unveiling the potentials of wine tourism: the way ahead for Limassol

Liasidou

2018

JPMD

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Purpose The paper aims to bring together Limassol’s rich wine culture with the contemporary facet of its developing infrastructure and superstructure as a means through which to promote this city as a tourist destination. Additionally, to identify how Limassol can be experienced in relation to the wine culture based on the experience economy model of Pine and Gilmore (1999) Limassol is a seaside city in Cyprus that has developed extensively over the past few years, with a new infrastructure and superstructure that attracts foreign investments. Additionally, the city has a rich wine history with a particular emphasis on “Commanadaria wine” that originates in the twelfth century and is directly linked with the Richard the Lionheart king of England and the Third Crusade. Design/methodology/approach The methodology used was qualitative research, and in particular semi-structured interviews with professionals involved in the tourism industry in Limassol. A particular method was used to understand the ways in which wine history and culture permeate and influence the contemporary way of life in Limassol as a tourist destination. Findings The main results of this study suggest that Limassol has the potential to become an important destination that fulfils the requirements of the experience economy as put forth by Pine and Gilmore (1999). However, the main hindrance is the lack of a constructive tourism policy exclusive on wine tourism that will give a stronger identity to Limassol. Originality/value This research is original in nature because it considers a novice geographical area, Limassol, in the academic field. Thus, it is set as the cornerstone for further investigation on wine and tourism in Limassol. The managerial implications of the study are related to the engagement in wine culture, and in providing a unique identity to the city that can be promoted internationally.

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Wine and web marketing strategies

Cited by 43 publications

References 13 publications

The interrelationship of family identities, personalities, and expressions on family winery websites

The interrelationship of family identities, personalities, and expressions on family winery websites

The Importance of Digital Marketing for Wineries and Development of Wine Tourism: Case Study of Serbia

Unveiling the potentials of wine tourism: the way ahead for Limassol

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