International Journal of Wine Business Research最新文献

Purpose

The purpose of this paper is to identify the motives and types of wine consumers that visit Queretaro’s wine region and their relationship with wine tourism.

Design/methodology/approach

A survey was carried out on 384 wine tourists in the area. The data obtained from the questionnaires were analyzed using factorial and hierarchical cluster analysis, and differences between groups were identified using non-parametric tests. Additionally, semi-structured interviews were conducted with wine tourism service providers, some of whose comments and data contributed to the overall analysis of the information.

Findings

Three factors have been identified as motivating wine tourists to visit vineyards and consume wine: vineyard experience, knowledge and exploration and marketing influence or suggestions. Three groups of wine consumers were also identified, namely, knowledgeable consumers, interested consumers and novice consumers, which were differentiated by the motivations for each type of wine tourism experience they seek, as well as other activities that complement the visit experience. It concludes that as wine consumption in Queretaro and wine tourism in the region increases, so does knowledge of the drink, and this represents an opportunity for Mexico's wine-producing regions.

Practical implications

To expand research in the Querétaro wine region and contribute to the knowledge of wine tourism in Mexico.

Originality/value

The paper makes a unique contribution by focusing on the Mexican wine market, which is still in its infancy. It provides new perspectives and insights in this area of research.

Purpose

This study aims at identifying how the evolution of clusters influences orchestrations. It investigates the dynamic interplay between the developmental stages of clusters and the strategic orchestrations that occur within these structures. In this regard, this work explores cluster life cycle (CLC) approaches and orchestration, analyzing their relationship.

Design/methodology/approach

This qualitative, exploratory research was conducted by using a case study method on the Serra Gaúcha Wine Cluster (SGWC), the leading wine region in Brazil. Data sources included 27 interviews with winery managers and managers of organizations supporting viticulture, as well as 29 documents relevant to the cluster’s activities and development. The study used content analysis to examine the collected data, providing an in-depth exploration of the dynamic interplay within the cluster through both direct stakeholder insights and documentary evidence.

Findings

The research results revealed that the SGWC is in its fifth stage of development; the five stages are the following: emergence, first growth, first renewal, second renewal and second growth. The findings generated four key propositions: positive maturations of clusters are capable of affecting the number of orchestrations, catalyzing exogenous factors of stage changes influence orchestrations, clusters and the content of orchestrations co-evolve and fluctuations in the number of orchestrations do not linearly follow the changes in the efficiency of clusters. The results also highlight the important role of representative organizations. This study also advanced on the thematic cluster maturation, which, according to this paper, can be positive or negative.

Research limitations/implications

The study advances an approach of cluster maturation, which may be advantageous or detrimental. Additionally, this work investigates the connection between the CLC and orchestrations; in particular, to the best of the authors’ knowledge, this is one of the first to do so with an emphasis on cluster evolution and the quantity and nature of orchestrations.

Practical implications

The findings emphasize the need to maintain associations and support organizations to ensure effective engagement and orchestrations within the cluster, even during crises. It is crucial for managers to understand the CLC to align decisions with the cluster’s development stages. Additionally, identifying exogenous factors that influence changes is essential for planning effective strategic actions.

Originality/value

This study contributes to the understanding of how cluster development stages influence orchestrations in industrial clusters, shedding light on the dynamics of this relationship.

Purpose

This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).

Design/methodology/approach

The present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.

Findings

The findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.

Originality/value

Recognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

Purpose

This paper aims to deal with the grape sourcing strategies of wineries in the Canary Islands.

Design/methodology/approach

Sourcing decisions are analysed from official registers of transactions between wineries and their external suppliers. The main sources of information are harvest reports submitted by wineries containing data about observable dimensions of their purchasing decisions. The general behaviour in the wine-grape zones that make up the grape market in the Canary Islands is described, and different strategies of individual wineries are revealed. Grape purchasing decisions are interpreted in terms of the potential explanatory factors involved in the undeclared objectives of wineries’ sourcing strategies. Two research questions are considered in this study: the spatial dimension, which refers to plot location, and the social dimension, which refers to the relationships between wineries and winegrowers.

Findings

The location of grape producers is a key factor in achieving the desired wine quality for wineries. The sourcing strategy of wineries is also influenced by size, but the impact of size varies depending on the short and long-term objectives of wineries.

Originality/value

Typically the literature on grape sourcing strategies relies on interviews with winemakers. However, this paper analyses wineries’ sourcing decisions based on records and reports that reveal their decisions in the specific context of the Canary Islands.

Purpose

This paper aims to investigate the locational determinants of the craft beer industry in Budapest, Hungary, between 2009 and 2022.

Design/methodology/approach

The authors use various count data models to determine the relationship between the number of microbreweries and locational factors.

Findings

The authors find that demand and supply-side factors, including income, unemployment, level of education, population density and the number of local businesses, affect the number of craft breweries. Whilst agglomeration effects proxied by breweries per capita in a district have a positive coefficient, the number of breweries in neighbouring districts is not significant. In addition, the authors do not observe any negative impact of COVID-19-related restrictions. The picture of a still-evolving, resilient craft beer sector emerges from our analysis.

Originality/value

To the best of the authors’ knowledge, this is one of the first specific studies on the craft beer sector in the Central and Eastern European region and the first to evaluate the location choices of craft breweries in Hungary within a municipality using an up-to-date data set. The authors’ analysis covers 14 years, from the early stages of craft brewery proliferation in Budapest until 2022, testing several hypotheses with respect to the location choices of these businesses.

Purpose

This study aims to investigate the interplay between environmental concerns, consumer attitudes and their influence on sustainable practices within the craft beer industry, exploring how consumers’ perception of environmental attributes impact their purchase intentions regarding craft beer.

Design/methodology/approach

The study used a quantitative approach, using a self-administered survey instrument comprised 28 Likert-scale items. Data was gathered from a convenience sample of 319 craft beer consumers. Confirmatory factor analysis was conducted to assess the measurement model’s validity and reliability. Subsequently, partial least squares structural equation modeling was used to test the hypothesized relationships.

Findings

This study’s findings challenge established notions within the field, demonstrating that water conservation, carbon footprint reduction, organic farming and local sourcing practices hold significant influence on consumers’ purchase intentions regarding sustainable craft beer. These findings depart from previous research that suggested a less pronounced impact of specific sustainability practices on consumer behavior.

Research limitations/implications

This study contributes to the literature by revealing consumer insights into the environmental implications of craft beer choices, empowering them to make informed purchasing decisions aligned with their sustainability values. However, acknowledging potential limitations, sample size and demographic composition (young adults in Brazil) potentially impact the generalizability of the findings.

Originality/value

This study addresses the understanding of consumer attitudes and priorities regarding environmental sustainability within the craft beer industry. By focusing on the tangibility of specific sustainable attributes the research shows how these practices influence consumer perceptions and purchasing intentions.

Purpose

To address the challenges of the agricultural sector, innovation is necessary. This study aims to focus on knowledge circulation as a basis to facilitate innovation in viticulture in the context of climate change.

Design/methodology/approach

We have conducted interviews with viticulture stakeholders in Central Spain (Madrid region) on their perceptions and concerns about climate change, knowledge on practices to mitigate its effects on this crop and their relationship with each other for knowledge exchange. A map showing the knowledge nodes and their relationships with other stakeholders has been drawn based on the answers obtained.

Findings

Winegrowers have already noticed the effects of climate change, and they are changing some agricultural practices. Drip irrigation was the most frequently mentioned option to minimize these effects. The map of knowledge identifies the main nodes in the information flow. Results also highlight different approaches to climate change and interesting nuances in the maps of knowledge among winegrowers with and without winery.

Research limitations/implications

This paper is focused on the Madrid region, a territory that is still consolidating its wine sector at the economic and marketing levels. We understand that regions with more consolidated or stronger sectors involve maps of knowledge more complex than that obtained in this study.

Practical implications

Showing the nodes of knowledge, as well as the weaknesses and strengths of the information circuit in the wine sector in the Madrid region, is very relevant to developing strategies aimed at supporting innovation in this sector. From a practical point of view, strategies for knowledge generation and circulation are only one part of the innovation process – policies for financial and technical support are key complementary measures.

Social implications

Identification of key agents in the innovation process in the wine sector is essential to foster innovation processes. Ultimately, this will lead to more efficient adaptation to new challenges in the sector.

Originality/value

The Agriculture Knowledge and Innovation Systems (AKIS) approach has a consolidated theoretical framework that pays great attention to knowledge flows, but specific studies are needed to capture the reality of AKIS by sector and by region.

Purpose

This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth.

Design/methodology/approach

This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation.

Findings

This paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics.

Research limitations/implications

The study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study.

Practical implications

This study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price.

Social implications

This study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques.

Originality/value

This paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.

Purpose

As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.

Design/methodology/approach

A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.

Findings

The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.

Originality/value

The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.

Purpose

This study aims to provide a detailed characterization of Argentinean exporting wineries using a new rich firm-level data set to understand how capabilities and business strategies differ among firms with different levels of involvement in the export market.

Design/methodology/approach

A survey was distributed among all wineries along all wine regions of Argentina; the 45-min questionnaire was answered by 230 wineries, a representative sample with a response rate of 26.3% of the total population of Argentinean wineries. The survey assessed the interaction between wineries’ dynamics and characteristics and their participation in export markets. In the comparative analysis, the results are presented by dividing the sample into four categories according to the export intensity of the wineries.

Findings

High-intensity exporting wineries in Argentina differ from other Argentinean wineries in several dimensions. In particular, the most internationalized Argentinean wineries are the most endowed with higher capabilities; they follow a specific business model emphasizing product differentiation, quality upgrading, brand building and the development of distribution channels. Exporting wineries from Argentina adopt business practices that differ from those that prevail among wineries that only target the domestic market. They have developed firm capabilities such as human capital and technology to play a critical role in quality upgrading for their participation in global wine markets.

Originality/value

To the best of the authors’ knowledge, this paper is the first to study the Argentinean exporting wineries using a firm-level sizeable representative sample.