International Journal of Wine Business Research最新文献

Purpose

This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.

Design/methodology/approach

A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.

Findings

Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.

Originality/value

The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.

Purpose

This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers.

Design/methodology/approach

Data were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration.

Findings

The findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers.

Originality/value

To the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

Purpose

The purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.

Design/methodology/approach

The study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.

Findings

The study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.

Research limitations/implications

The study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.

Practical implications

Advertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.

Social implications

Deceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.

Originality/value

An investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.

Purpose

In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key determinants influencing craft beer consumption among Digitarians.

Design/methodology/approach

An online questionnaire is administered, and a total of 296 completed responses are included in the statistical analysis. The methodology uses logistic regressions combined with a backward selection process and variance inflation factor analysis to address multicollinearity. The logistic regressions are conducted in three steps to delve into the research objective and gain insights into the behavior of young consumers. The stepwise backward selection aids in obtaining robust coefficients as a variable selection tool.

Findings

The results shed light on how Digitarians’ preferences for craft beer are influenced by various factors, including self-perceived knowledge, alcohol content, gender, food pairings, environment and companionship.

Originality/value

To the best of the authors’ knowledge, this paper contributes novel insights by being the first study to explore the significance of craft beer choices among Digitarians, identifying the role of several predictors in their consumption patterns.