Janeen E. Olsen

Wowing the millennials: creating brand equity in the wine industry

Purpose – The purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand equity for the winery.Design/methodology/approach – A survey was developed to evaluate winery tasting room experiences based on standardized brand measurement scales. In total 80 millennials visited tasting rooms and then completed the survey to evaluate their experience.Findings – The results of this research empirically support the anecdotal evidence that, through positive emotions associated with the tasting room experiences, wineries can cultivate relationships with millennial customers that may lead to long‐term, profitable relationships through continued patronage and brand loyalty.Originality/value – Practical application of this study suggests that carefully orchestrating a tasting room experience to create a positive experience for the millennial customer appears to be a critical component of post‐purchase attitudes...

Wine for My Generation: Exploring How US Wine Consumers are Socialized to Wine

Abstract This study examined how four different cohorts of core US wine consumers (the Millennials, Gen Xers, Baby Boomers, and Traditionalists) were first introduced to wine, their current wine consumption preferences, and their attitudes about wine and its image. An online survey was used, resulting in 5939 usable responses. Results indicate similarities and differences in cohort preferences. This suggests a difference in motivations, and therefore, a needed difference in marketing and advertising to tap into the stimuli of these diverse cohort groups.

The Role of Service Quality in Influencing Brand Attachments at Winery Visitor Centers

ABSTRACT This study was conducted to investigate the relationships between brand attachment and selected service quality variables in winery visitor centers. Brand Attachment was hypothesized to be a function of Customer Service, Visitor Education, Brand Differentiation, Appearance and Purchase Assistance. Data for the empirical study came from a mystery shopper program and the sample had 144 evaluations from 26 different wineries. Scales to measure the constructs were tested for reliability, and correlation and regression analysis on factor loadings were used to test the relationships between variables. All of the 5 factors correlate highly with Brand Attachment, with the most important factors appearing to be Visitor Education, Brand Differentiation and Customer Service.

Building Strategic Partnerships in Wine Marketing

Abstract This study examines the relationship between U.S. wine distributors and wineries. Specifically, it identifies the factors distributors believe contribute to successful winery-distributor relationships. Web-based survey research was conducted with 81 usable responses received. Results indicate that wine quality, dependability of the producer, price, and personal relationship between the winery and distributor are the most important factors in determining whether a distributor will carry a specific wine in their sales portfolio.

Successful Practices in California Wine Exporting

Abstract California is one of the worlds largest wine producers, yet it has exported only a small portion of its products. Many US wineries want to pursue opportunities in foreign markets but only a few are actually doing this successfully. Therefore, this study attempts to identify the successful practices of 12 California wineries that have achieved their financial targets and other export goals. A qualitative research design of in-depth interviews was employed. Results indicate that there are 5 major success factors, with the two most important being the foreign partner relationship and top management vision and commitment to exporting.

A model and exploratory study for promoting professional sales in winery visitor centers

Purpose – The purpose of this paper is to present a model for promoting professional sales in winery visitor centers, as well as the results of an exploratory study to test the model.Design/methodology/approach – A survey methodology was used to evaluate the sales behavior of winery personnel in three popular wine tourist regions of California, USA. In total, 284 mystery shopper evaluations were completed and analyzed. In addition, a professional sales model for winery visitor centers was developed based on secondary sources drawn from the literature.Findings – Results indicate that some of the winery visitor centers have adopted professional sales techniques and trained their staff to perform these tasks, but there is still ample opportunity to improve. Sales presentations could become more interactive in many cases, and relationship and trust building actions could be emphasized more.Research limitations/implications – The study was limited to three wine regions in California, and only provides descript...

Designing effective wine clubs: an analysis of the components of the winery wine club.

Abstract This qualitative research study, utilising document analysis, identifies the various components of winery wine clubs available to prospective wine club members. This includes a frequency report of the wine club practices in use today as described by wine club brochures and supporting materials, as well as a verification of the wine club components described in industry literature. In addition, a check-list of 30 wine club components is presented. The study is useful for the wine club manager, the wine club member/customer, or organisations and individuals interested in winery marketing to advance the understanding of the span of choices in the marketplace.

Variety seeking by wine consumers in the southern states of the US

Purpose – The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and relationship with wine. Design/methodology/approach – The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis. Findings – The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments. Practical implications – The results provide implications for wine market...

Environmental problems and ethical jurisdiction: the case concerning Texaco in Ecuador

Determining the ethical standards to apply to environmental issues presents a difficult dilemma for many managers. The many stakeholders to whom managers must answer tend to view environmental issues quite differently. Multinational corporations often encounter attitudes toward environmental protection in other countries that are quite different from those found in their domestic market. Corporate policy makers must address the national differences in values when determining ethically acceptable behavior. Using the case of Texaco and its alleged contamination of Ecuador’s Amazon jungle as an example, this paper applies the framework of Integrative Social Contract Theory to address issues of ethical jurisdiction and environmental protection.

Global ethics and the Alien Tort Claims Act: a summary of three cases within the oil and gas industry

Three recent cases within the oil and gas industry point to the trend to prosecute companies in the USA for alleged human rights and environmental degradation abroad. The Alien Tort Claims Act has been used with varying degrees of success to bring claims against multinational companies. The examples of Texaco in Ecuador, Chevron in Nigeria, and Unocal in Burma are presented as case studies of the use of the Alien Tort Claims Act. Implications for global ethics are discussed and recommendations for managerial actions to lessen the potential harm brought about by legal charges under the Act are proposed.