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Great wine from the great white north? Producer’s product positioning and marketing mix for Canadian icewine 来自北方白葡萄酒的好酒?生产商对加拿大冰酒的产品定位和营销组合
Q2 Agricultural and Biological Sciences Pub Date : 2021-01-02 DOI: 10.1080/09571264.2021.1932779
U. Paschen, David Kerruish, Jeremy L. White
ABSTRACT Icewine is a sizable niche in the Canadian wine industry that has attracted little attention from marketing and branding researchers. A first step in understanding the marketing mix and brand positioning strategies was to develop a modified Aesthetics and Ontology (AO) framework to classify consumers of luxury wines and spirits specifically focused on icewine. This paper examines where Canadian icewine producers place their brand and consumers within this AO typology. The authors applied a thematic analysis approach to categorize five semi-structured interviews with representatives of Canadian icewine producers. The modified AO framework was applied to the findings to assess the positioning of the respective icewine brands. The analysis uncovered decidedly homogenous approaches to the positioning and marketing of Canadian icewine. Most purchasers were regarded as novices, with the largest portion of purchases occurring at duty free retail locations; on-site winery experiences comprise a secondary channel. Applying the modified AO framework, the predominant customer group was identified as the ‘carouser’. Product variances, pricing strategies, and product packaging were comparatively minor. This homogenous approach to branding and marketing mix should be further explored to understand the potential for alternative and distinct positioning methodologies for Canadian icewine producers.
冰酒是加拿大葡萄酒行业中一个相当大的细分市场,很少引起市场营销和品牌研究人员的关注。了解营销组合和品牌定位策略的第一步是开发一个改进的美学和本体(AO)框架,对豪华葡萄酒和烈酒的消费者进行分类,特别是以冰酒为重点。本文考察了加拿大冰酒生产商将其品牌和消费者置于这种AO类型中的位置。作者采用主题分析方法对加拿大冰酒生产商代表进行了五次半结构化访谈。将修改后的AO框架应用于调查结果,以评估各自冰酒品牌的定位。该分析揭示了加拿大冰酒的定位和营销方法明显同质化。大多数购买者被认为是新手,在免税店购物的比例最大;现场酒庄体验是第二个渠道。应用修改后的AO框架,主要的客户群体被确定为“狂欢者”。产品差异、定价策略和产品包装相对较小。应该进一步探索这种品牌和营销组合的同质方法,以了解加拿大冰酒生产商替代和独特定位方法的潜力。
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引用次数: 1
What wine descriptors really mean A comparison between dictionary definitions and real use 葡萄酒描述词的真正含义:字典定义与实际使用的比较
Q2 Agricultural and Biological Sciences Pub Date : 2020-10-01 DOI: 10.1080/09571264.2020.1854701
Belén López Arroyo, R. P. Roberts
ABSTRACT The language of tasting notes is not always precise, since it is used to express sensations that can be very subjective. Wine tasters use descriptors to express what they see, smell and taste in a wine, but these common terms are often used even by wine experts with what has been termed as a blithe lack of precision. Hence, wine blogs and wine magazines often include wine glossaries that cover, among other wine vocabulary, wine tasting descriptors. These dictionaries and glossaries often result in problems of term selection and term definition. The purpose of this paper is to compare the specialised glossary or dictionary definitions of a limited number of descriptors with their actual use in wine tasting notes and come up with definitions which are a closer match to the descriptors as they are really used.
摘要品尝笔记的语言并不总是精确的,因为它用来表达非常主观的感觉。品酒师使用描述符来表达他们在葡萄酒中看到、闻到和尝到的东西,但即使是葡萄酒专家也经常使用这些常用术语,这被称为缺乏准确性。因此,葡萄酒博客和葡萄酒杂志通常包括葡萄酒词汇表,其中包括葡萄酒品尝描述符。这些词典和术语表经常导致术语选择和术语定义方面的问题。本文的目的是将有限数量描述符的专业术语表或字典定义与它们在品酒笔记中的实际使用进行比较,并得出与真正使用的描述符更匹配的定义。
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引用次数: 1
Typing winegrower profiles to ease agroecological change in viticulture practices in the Loire Valley, France 键入葡萄种植者资料,以缓解卢瓦尔河谷葡萄栽培实践的农业生态变化,法国
Q2 Agricultural and Biological Sciences Pub Date : 2020-10-01 DOI: 10.1080/09571264.2020.1855579
M. Thiollet-Scholtus, Mark Anthony Arceño, M. Valduga, F. Sarrazin
ABSTRACT Viticulture is a perennial agricultural system that is rooted in tradition but must also adapt to change (e.g. climate change, authorized rate of pesticide uses in the European Union). Viticulture includes a variety of practices whose objective is to produce wine grapes. To help viticulture systems adapt to changes, both field viticulture practices and value chain activities within winegrower networks must be considered. Here, we used socioeconomic and technical surveys to investigate these potential influences on winegrowers’ decision-making in regard to adapting to changes, so as to develop a typology of winegrowers in the Loire Valley, France. The surveys were conducted in 2010 with 37 winegrowers managing 56 fields. To our knowledge, this study is the first to use this method to quantify viticulture networks. Our results showed that winegrowers within the same networks share similar behavioural patterns, with non-harvest viticulture practices (e.g. vine density planting, number of buds) characterizing winegrower profiles. Further, our typology reveals viable options for changing practices in a manner that aligns with the sociocultural characteristics of each profile. Agricultural extension services can especially make use of this typology as a starting point to help winegrowers adapt to changes in a more personalized and successful way.
葡萄种植是一个植根于传统的多年生农业系统,但也必须适应变化(例如气候变化,欧盟农药使用的授权率)。葡萄栽培包括各种各样的实践,其目的是生产酿酒葡萄。为了帮助葡萄栽培系统适应变化,必须考虑田间葡萄栽培实践和葡萄种植者网络中的价值链活动。在这里,我们使用社会经济和技术调查来调查这些对葡萄酒种植者适应变化的决策的潜在影响,从而开发出法国卢瓦尔河谷葡萄酒种植者的类型。这项调查是在2010年进行的,共有37名葡萄种植者管理着56个葡萄园。据我们所知,这项研究是第一次使用这种方法来量化葡萄栽培网络。我们的研究结果表明,同一网络内的葡萄种植者具有相似的行为模式,非收获葡萄栽培实践(例如葡萄密度种植,芽数)表征了葡萄种植者的特征。此外,我们的类型学揭示了以与每个剖面的社会文化特征相一致的方式改变实践的可行选择。农业推广服务尤其可以利用这种类型作为起点,帮助葡萄酒种植者以更加个性化和成功的方式适应变化。
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引用次数: 1
Economic performance of the Portuguese wine industry: a microeconometric analysis 葡萄牙葡萄酒行业的经济表现:微观计量分析
Q2 Agricultural and Biological Sciences Pub Date : 2020-10-01 DOI: 10.1080/09571264.2020.1855578
S. Faria, L. Lourenço-Gomes, Sofia Gouveia, J. Rebelo
ABSTRACT The wine industry is an example of how globalisation is reshaping the market structure, on both sides. The supply side has registered an increase in competition, as a result of new entrants. On the demand side, there has been a decrease in consumption in traditional producing countries, as a result of consuming behaviour and a proliferation of other alcoholic beverages. In order to survive, wineries need to adapt their strategies and internal resources to these market challenges. The main goal of this paper is to provide new knowledge on the topic, striving for the main determinants of Portuguese wineries’ economic performance, using a micro-econometric approach. Both fixed-effect two-stage least square and generalised method of moments models are applied to a panel of 412 Portuguese wineries, controlling for firm-specific effects, heteroskedasticity and persistence effects. The results show that firm size, labour productivity, financial autonomy and short-term debt ratio are positively related to economic performance. Firm age is shown to have a non-linear relationship with economic performance. The persistence effect of earnings before interests, tax, depreciations and amortisations is shown to be negative.
摘要葡萄酒行业是全球化如何重塑双方市场结构的一个例子。由于新加入者的加入,供应方面的竞争加剧。在需求方面,由于消费行为和其他酒精饮料的泛滥,传统生产国的消费量有所下降。为了生存,酿酒厂需要调整其战略和内部资源以应对这些市场挑战。本文的主要目标是提供关于这一主题的新知识,使用微观计量经济学方法,努力找出葡萄牙葡萄酒厂经济表现的主要决定因素。固定效应两阶段最小二乘法和广义矩量法模型均应用于412家葡萄牙葡萄酒厂的面板,控制了企业特定效应、异方差和持久性效应。结果表明,企业规模、劳动生产率、财务自主权和短期负债率与经济绩效呈正相关。企业年龄与经济绩效呈非线性关系。利息、税项、折旧及摊销前盈利的持续效应显示为负。
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引用次数: 7
A multi-sensory and embodied understanding of wine consumption 对葡萄酒消费的多感官和具体理解
Q2 Agricultural and Biological Sciences Pub Date : 2020-10-01 DOI: 10.1080/09571264.2020.1854700
Annamma Joy, S. Charters, J. Wang, Bianca Grohmann
ABSTRACT This study investigates the multi-sensory responses experienced by consumers in consuming and evaluating wine, and further identifies the differences in wine consumption experiences by novice wine consumers versus those of wine experts. How those experiences are shaped by consumer levels of knowledge regarding wine, and are defined by emotion, memory, and responses to the aesthetic experience of wine consumption, are identified via a multi-year ethnographic study. Through interviews, observations, and wine tastings with novices and experts, the authors examine the role of embodiment in wine consumption, whose impact is lacking in extant literature. Embodiment processes in wine consumption can be understood at the conscious level using Merleau-Ponty’s [(1962). The phenomenology of perception (C. Smith, Trans.). Kegan Paul] concept of perception and virtual enactments. At the unconscious level, as the authors report, consumers and wineries alike use conceptual metaphors and conceptual blending to understand the wine consumption process. This research contributes to a deeper understanding of embodiment processes through the application of Merleau-Ponty’s theory of perceptions/virtual enactments, as well as through metaphor and conceptual integration analysis.
摘要本研究调查了消费者在消费和评价葡萄酒时所经历的多感官反应,并进一步确定了葡萄酒新手消费者与葡萄酒专家在葡萄酒消费体验方面的差异。通过一项多年的人种学研究,确定了这些体验是如何由消费者对葡萄酒的知识水平形成的,并由情感、记忆和对葡萄酒消费审美体验的反应来定义的。通过对新手和专家的采访、观察和品酒,作者研究了化身在葡萄酒消费中的作用,其影响在现有文献中是缺乏的。葡萄酒消费中的具体过程可以在意识层面上使用梅洛-庞蒂的[(1962).感知现象学(C.Smith,Trans.).凯根-保罗]感知和虚拟行为的概念来理解。正如作者报告的那样,在无意识层面上,消费者和酿酒厂都使用概念隐喻和概念混合来理解葡萄酒消费过程。本研究通过应用梅洛-庞蒂的感知/虚拟行为理论,以及通过隐喻和概念整合分析,有助于更深入地理解化身过程。
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引用次数: 7
So, you want to be a doctor? Try blind tasting 那么,你想成为一名医生?试着盲品
Q2 Agricultural and Biological Sciences Pub Date : 2020-07-02 DOI: 10.1080/09571264.2020.1796610
H. A. Chen
ABSTRACT Blind wine tasting and differential diagnoses of human illness rely on both sensory examination and an existing knowledge base in order to deduce a specific wine varietal and human disease, respectively. Although knowledge is not directly transferable across these disciplines, they utilize similar deductive and perceptual processes. In order to identify an unknown wine, one must recognize the visual, aromatic, and textural components of the wine, as well as draw upon one’s knowledge of which varietals, vintages, and locations correspond to one’s perception. Similarly, patients may present with non-specific symptoms (e.g. cough, fever, headache, etc.), and physicians often do not know the diagnosis before entering the exam room. It is a doctor’s job to draw upon a knowledge of disease presentation and to interact with the patient to deduce the cause of their symptoms. In a clinical exam, physicians rely on their senses of touch, hearing, and sight to narrow down the possible list of diseases. For pre-medical and medical students, blind wine tastings are a chance to practice deduction and develop an approach to clinical reasoning.
盲品葡萄酒和人类疾病的鉴别诊断分别依靠感官检查和现有的知识基础来推断特定的葡萄酒品种和人类疾病。虽然知识不能直接在这些学科之间转移,但它们使用类似的演绎和感知过程。为了识别一款未知的葡萄酒,人们必须认识到葡萄酒的视觉、芳香和质地成分,并利用自己的知识,了解哪些品种、年份和地点符合自己的感知。同样,患者也可能出现非特异性症状(如咳嗽、发烧、头痛等),医生在进入检查室之前往往不知道诊断结果。医生的工作是利用对疾病表现的了解,与病人互动,推断出症状的原因。在临床检查中,医生依靠他们的触觉、听觉和视觉来缩小可能的疾病范围。对于医学预科和医学院的学生来说,盲品葡萄酒是一个练习推理和发展临床推理方法的机会。
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引用次数: 0
From the editors: JWR past, present and future 编者按:JWR的过去、现在和未来
Q2 Agricultural and Biological Sciences Pub Date : 2020-07-02 DOI: 10.1080/09571264.2020.1830507
L. Pitt, Emily Treen
ABSTRACT The editor and assistant editor consider the past, present and future of the Journal of Wine Research. They contemplate its origins as a unique journal serving those who grow wine, make wine, sell wine and consume wine. They also observe the current state of the journal, and outline where the journal might go in the future.
摘要:《葡萄酒研究杂志》的编辑和助理编辑回顾了《葡萄酒研究期刊》的过去、现在和未来。他们认为它的起源是一本独特的期刊,为种植葡萄酒、酿酒、销售葡萄酒和消费葡萄酒的人提供服务。他们还观察期刊的现状,并概述期刊未来的发展方向。
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引用次数: 0
Application of a grape surface majority pectinolytic species, Aureobasidium pullulans, to low-temperature red winemaking: development and stability of wine colour 一种葡萄表面多数果胶溶菌普鲁兰小葡萄在低温红葡萄酒酿造中的应用:酒色的发展和稳定性
Q2 Agricultural and Biological Sciences Pub Date : 2020-07-02 DOI: 10.1080/09571264.2020.1816534
M. G. Merín, V. I. Morata de Ambrosini
ABSTRACT Low-temperature red winemaking is mainly used for enhancing the wine aroma; however, colour and phenolic extraction is reduced under this condition. This work evaluated the effects of the pectinolytic strain Aureobasidium pullulans GM-R-22, belonging to the most abundant species in grape surface and the greatest pectinase producer, applied to pre-fermentative cold maceration and low-temperature fermentation, on anthocyanin extraction, chromatic and technological properties, also on sensory attributes of Malbec wines. A. pullulans demonstrated to survive in grape juice and first days of fermentation, and high levels of pectinase activity were detected in GM-R-22 vinifications. GM-R-22 wines exhibited higher total anthocyanins, total polyphenolic index and colour intensity (CI), as well as filtration times 30% lower. GM-R-22 wines showed an increase in monomeric anthocyanins during fermentation and higher polymeric pigments at 9 months of bottle storage, suggesting a greater stability in wine colour. From a sensory standpoint, GM-R-22 wines obtained higher scores for CI and violet hue than their respective controls, improving aroma and equilibrium. This study proved that it is feasible to use this unconventional microorganism in oenology to produce pectinases during the low-temperature winemaking process to attain wines with similar or better chromatic properties to those of traditional wines.
摘要低温红葡萄酒的酿造主要用于提高葡萄酒的香气;然而,在这种条件下,颜色和酚类提取减少。本工作评估了果胶酶裂解菌株Aureobasidium pullulans GM-R-22,属于葡萄表面最丰富的物种和最大的果胶酶生产商,应用于发酵前冷浸渍和低温发酵,对马尔贝克葡萄酒的花青素提取、色度和工艺性能以及感官属性的影响。A.普鲁兰菌在葡萄汁和发酵的第一天都能存活,并且在GM-R-22发酵中检测到高水平的果胶酶活性。GM-R-22葡萄酒表现出较高的总花青素、总多酚指数和颜色强度(CI),过滤时间低30%。GM-R-22葡萄酒在发酵过程中显示出单体花青素的增加,在瓶子储存9个月时显示出更高的聚合色素,这表明葡萄酒颜色更稳定。从感官角度来看,GM-R-22葡萄酒的CI和紫罗兰色调得分高于各自的对照,改善了香气和平衡。本研究证明,利用这种非常规的酿酒微生物在低温酿酒过程中生产果胶酶,以获得与传统葡萄酒具有相似或更好色度的葡萄酒是可行的。
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引用次数: 8
The Journal of Wine Research: a 30-year bibliographic analysis 《葡萄酒研究杂志》:30年书目分析
Q2 Agricultural and Biological Sciences Pub Date : 2020-07-02 DOI: 10.1080/09571264.2020.1816535
Joey Lam, M. Feng, Emily Treen, Caitlin C. Ferreira
ABSTRACT The Journal of Wine Research (JWR) has a near 30–year history of publishing varied articles examining aspects of viticulture, oenology and the international wine trade. The primary objective of this research is to examine the characteristics of literature published in the JWR through bibliographic analysis. The research utilises the Scopus database to identify the most productive authors, countries and papers published in the JWR since it was established in 1990. The total number of publications and citations are used to assess productivity, in terms of the number of publications, influence, and the number of citations of both authors and countries. Network maps were created using the VOSViewer software examining patterns of co–authorship, co–citation and keyword co–occurrence. The results indicate that the most prolific authors, in terms of the number of publications, are not necessarily producing the most profound research that gains traction through citations in the field. This study is helpful for prospective JWR authors, readers and editors who wish to understand the intellectual landscape of the journal in terms of the productivity and impact of different stakeholder groups and the noted trends of publications. The paper concludes by acknowledging limitations of the study and discussing implications for future authors.
摘要《葡萄酒研究杂志》(JWR)发表了近30年的各种文章,研究葡萄栽培、酿酒学和国际葡萄酒贸易。本研究的主要目的是通过文献分析来检验JWR上发表的文献的特征。该研究利用Scopus数据库来确定自1990年JWR成立以来发表的最有成效的作者、国家和论文。出版物总数和引用次数用于评估生产力,包括出版物数量、影响力以及作者和国家的引用次数。网络地图是使用VOSViewer软件创建的,该软件检查共同作者、共同引用和关键词共同出现的模式。结果表明,就出版物数量而言,最多产的作者不一定是通过引用该领域而获得吸引力的最深入的研究。这项研究有助于未来的JWR作者、读者和编辑,他们希望了解该杂志在生产力和不同利益相关者群体的影响以及出版物的显著趋势方面的知识格局。论文最后承认了这项研究的局限性,并讨论了对未来作者的启示。
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引用次数: 3
Identity markers for wine producers: terroir and beyond 葡萄酒生产商的身份标志:风土及其他
Q2 Agricultural and Biological Sciences Pub Date : 2020-07-02 DOI: 10.1080/09571264.2020.1816533
Christian Poulsen, M. Mønsted
ABSTRACT The article investigates how wineries have used different markers as an effort to differentiate themselves from other producers and support their self-identity. The most dominant markers perceived by the respondents are tied to different forms of regional/geographical markers, such as terroir including the AOC, and organic production. They stress the vine and agricultural aspects of winemaking. In addition, some markers also include special wine, such as old vine as a special aspect of identity as quality producers. The empirical basis is 23 face-to-face in-depth qualitative semi-structured interviews with owners and winemakers in wineries in New South Wales, Australia, Provence, France and by the river Duero, Spain; and two wine experts in Australia and in Spain. The analytical perspective includes the notion of boundary objects, and the role of technological actors in an Actor-Network theoretical approach. We also make use of the framework of small business identity as production oriented. The main conclusion of the paper is that wine producers in the market of quality wine tie their efforts to differentiate their quality wine to their identity work.
摘要本文调查了酿酒厂如何使用不同的标记来区分自己和其他生产商,并支持他们的自我认同。受访者认为最主要的标志与不同形式的区域/地理标志有关,如风土(包括AOC)和有机生产。他们强调葡萄藤和农业方面的酿酒。此外,一些标记还包括特殊的葡萄酒,如老藤作为一个特殊方面的身份作为优质生产者。实证基础是对澳大利亚新南威尔士州、法国普罗旺斯和西班牙杜埃罗河畔酒庄的所有者和酿酒师进行23次面对面的深入定性半结构化访谈;以及澳大利亚和西班牙的两位葡萄酒专家。分析视角包括边界对象的概念,以及行动者网络理论方法中技术行动者的作用。我们还利用小企业身份的框架作为生产导向。本文的主要结论是,优质葡萄酒市场上的葡萄酒生产商将他们区分优质葡萄酒的努力与他们的身份工作联系在一起。
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引用次数: 2
期刊
Journal of Wine Research
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