This study examines the amalgamation of food and wine based on the importance of a) star dishes, b) star wines and c) how gastronomy could play a stronger role in the winery experience. Embracing the notions of the resource-based view and experience co-creation, the perspectives of 142 winery owners and managers operating in five established and three developing wine-producing nations were gathered through semi-structured, open-ended interviews. The qualitative analysis revealed multiple overarching dimensions. For instance, ‘gastronomic inventory’ and ‘gastronomic niche’ underline the multiplicity of gastronomic offerings and representations of uniqueness, respectively. Similarly, the ‘distinctive and intrinsic product resources’ illustrate the diversity of wine products and their unique and historical attributes, while the ‘stimulating gastronomy’s pull’ suggests accentuating the interest in local foods and wines. Differences between established and developing wine-producing regions were also uncovered. A conceptual framework that further deepens the data analysis and its associated implications is proposed.
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