| Abstract: |
Marketing and selling wine can be quite complex due to the variety of wine
types, grape varieties, vintage years, and production methods. Large wineries
produce wines at different price levels using diverse marketing and
distribution methods. More affordable wines are typically sold in supermarkets
or wine shops, while the higher-priced wines are mainly sold in specialized
wine shops. However, the wines produced in small wineries, known as ?boutique
wineries, ? stand out for their complexity and exclusivity. These wines, often
considered 'high cost, ' are primarily sold in wineries or specialized wine
stores. Consumers, while price-sensitive, are also willing to pay more for
quality. Evaluating the quality of wine without tasting it is challenging, so
price is often used as an indicator of quality. Winery marketers should set
selling prices acceptable to consumers while providing a reasonable profit to
the wine store. A study was conducted in wine stores to understand the crucial
role of owners/managers in the marketing and selling of wines, particularly
the 'high-cost' wines produced by small wineries. Their perceptions of the
importance of wine marketing/selling issues such as the significance of wine
tasting, awarded medals, labels, and brands, were explored. Results indicate
that tasting wine and being awarded medals are important factors for both wine
consumers and wine store managers. When tasting is impossible before
purchasing a bottle of wine, consumers choose wine based on 'cognitive cues, '
which include the brand name, awarded medals, and other information on the
label. This study presents potential marketing ideas based on the insights of
wine store owners and managers to promote these unique 'high-cost' wines
produced by small wineries. It is recommended that in-store wine festivals
include wine tasting and a presentation by the winemaker, telling the story of
the winery and the different wines being tasted during the event.
Additionally, a promotional price for the tasted wines should be suggested,
highlighting the crucial role of wine store owners/managers in the marketing
process. |