Rebranding a commodity-based wine region

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2 citations0/0 files storedAdelaide Research & Scholarship (AR&S) (University of Adelaide)

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Wine Industry and Tourism Culinary Culture and Tourism Consumer Behavior in Brand Consumption and Identification

Abstract

How does a region or country develop its 'brand'? Consumers use this cue as one indicator for product quality and other product features, but little research has focused on how a place of production should develop and position its brand especially to satisfy different stakeholder groups, such as growers, processors, consumers and the people. Without any brand or distinctiveness, most food products (including wine) are perceived and traded as commodities. This results in lower prices to growers and processors. Newer wine regions or those with a history of producing generic wines for blending face a 'chicken or egg' dilemma. Should they focus on a specific grape variety in promotion? Should they promote the overall region by name? In this era of wine tourism, should they focus on wine and tourist related attractions as the means for raising the awareness of their region? Regional branding is typically mooted as answer to this problem, but the issue remains as to how to decide what the best branding and positioning strategy is in order to raise the profile of a region and build wine consumers' share of mind. This paper explores the means to decide how to reposition and rename an Australian wine region, the Riverland, in order to generate greater salience and facilitate wine consumers' purchase decision. The Best Worst method has been used to compare features that were chosen to represent this regionbest. Wine producers, grape growers, wine writers, wine distributors, and consumers were provided with 13 different attributes to evaluate. The results showed key similarities between the consumers and wine professionals, but also some differences. The positioning recommended by industry groups and consultants was notsupported by either professionals or consumers.

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2019How country of origins of food products compete and grow

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