Article2008

Developing a presence in a mainstream market with a product perceived as offbeat

Karen W. Miller · Les Brown · Doren D. Chadee

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Consumer Packaging Perceptions and Trends

Abstract

Generally when one thinks of Australian wine regions images of the Barossa Valley, the Hunter Valley or Margaret River may be conjured up as they have developed a presence in \nthe mainstream market. Queensland, by contrast, may be perceived as offbeat, despite its similar quality and growing conditions. This study explores the plausibility of Queensland developing a presence in a mainstream market with findings from a survey completed by 347 people. The results indicate that when consumers choose their wine on the basis of terroir that personality, reputation and label design are the most important elements. Positioning wine \nfrom Queensland on its personality may hold the key to having an offbeat product compete in a mainstream market.

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