Wine place research

Russell D. Warman · Gemma Lewis

20 citations0/0 files storedInternational Journal of Wine Business Research

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Wine Industry and Tourism Culinary Culture and Tourism Horticultural and Viticultural Research

Abstract

Purpose Place is an important aspect of wine quality, contributing both distinct sensory characteristics and symbolic significance to the consumer’s experience, particularly in premium wine markets. The concepts of provenance and terroir, and the processes they describe, communicate meaning and significance along the value chain from wine production to consumption. This paper aims to clarify how these concepts are defined, how they contribute to premium wine value chains and how a greater understanding of these concepts by wine science researchers, and other actors, can enhance consumer value. Design/methodology/approach To address these aims, a conceptual framework is developed, which outlines the conditions needed to fulfil the wine/place experience through the value chain. This framework resulted from discussions within a team of researchers currently undertaking a large project into place distinctiveness in Pinot Noir wines in Australia. The refinement and exploration of the concept is grounded in a multidisciplinary literature review. Findings Through application of the framework, wine science researchers are advised to develop a knowledge co-production approach with other actors in the value chain. Doing so enables all actors to use evidence-based storytelling to enhance the role that place has in premium wine value and consumer experience. Originality/value Overall, this paper contributes to the conversation surrounding the value of terroir and provenance, particularly as they relate to premium wine in New World wine regions. The innovative framework is applicable for both business and wine science researchers, especially those with decision-making responsibility and associated with wine science research institutions, funding bodies, industry partnerships and consortia.

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References

1985Competitive Advantage: Creating and Sustaining Superior Performance 1966The Logic of Collective Action: Public Goods and the Theory of Groups.1993Science for the post-normal age 2007The Honest Broker 2005The ‘real thing’: Branding authenticity in the luxury wine trade 2012Consumer behaviour for wine 2.0: A review since 2003 and future directions 2003Wine Quality and Varietal, Regional and Winery Reputations: Hedonic Prices for Australia and New Zealand 2007Regional brand image and perceived wine quality: the consumer perspective

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