It was concluded that there is a free potential for future growth in the quality sector. Price trend analysis for different qualities is consistent with the expected growth. Envisaged changes in production patterns will bring increased revenues for the industry. However, if government intervention goals are to increase substantially industry profitability and farmers income, a balance between government incentives to expand the area of quality wine and government and private investment in market promotion are required. The non-adoption of marketing strategies to increase demand or a failure to promote quality wine demand will have negative effects on prices and on the industry profitability. It was concluded that there is a free potential for future growth in the quality sector. Price trend analysis for different qualities is consistent with the expected growth. Envisaged changes in production patterns will bring increased revenues for the industry. However, if government intervention goals are to increase substantially industry profitability and farmers income, a balance between government incentives to expand the area of quality wine and government and private investment in market promotion are required. The non-adoption of marketing strategies to increase demand or a failure to promote quality wine demand will have negative effects on prices and on the industry profitability.

This thesis is the first to study the history of champagne in nineteenth-century Britain, a period in which the usage and style of champagne changed fundamentally. From a sweet, lightly effervescent wine drunk on its own or with desserts, it became a fully dry and fully sparkling wine drunk throughout the meal. The central questions I address are why these changes occurred and what role the marketing and branding of champagne played in these changes. This analysis integrates production studies (including marketing and branding) and consumption studies by drawing on the rich vein of contemporary consumption data and the evidence of the day-to-day practice of the London agents of the French champagne houses. The thesis demonstrates that champagne was able to develop uniquely powerful brands that were managed in ways that closely prefigure the marketing practice of modern luxury brand owners. Historiography: Whilst there have been many books on the subject of consumption in the last three decades, very few of these have focused on drinkers and drinking. There have also been many different approaches to consumption studies from sociologists, anthropologists, literary scholars and historians and this work draws on all those traditions. My own interest lies in the changing daily habits of consumption and I have therefore drawn extensively not just on the historical scholarship but also on the writings of modern experts on branding and marketing to understand how consumer choice is currently understood and managed. The commercial importance of food and drink means much work has been done in these areas - not excluding wine. The history of drink in the last three centuries, however, has had relatively little interest until recently. Recent works by John Burnett, Charles Ludington and James Simpson illuminate the general history of wine in Britain but, though there are many general books on champagne, there has only been one history, that published by André Simon in 1905. Simon, agent for a champagne producer, was well placed to understand the trade and his work remains an important source. I have endeavoured to review all these works through the lens of the nineteenth-century British press and the archives of selected champagne producers and their British distributors.

Historically, data on wine consumption has been difficult to obtain. Wine consumption habits have traditionally been reported as a mean value for various age groups and genders. In light of recent studies that have investigated actual alcohol consumption, this thesis investigates the accuracy of applying mean values to sub-groups within a population.

published_or_final_version / Business Administration / Master / Master of Business Administration

This thesis helps to address the gap in literature relating to the study of the provision of information to consumers, consumer information search behaviour and consumer information processing and choice behaviour relating to information-intensive products. Throughout the thesis, wine is taken as an example of an information-intensive product. Through a series of four published papers in peer reviewed journals, the thesis examines how firms can control and manipulate the provision of information to consumers and that by restricting the availability of information, the firm can make its target consumers want the product even more. Although secrecy has existed for centuries, as a marketing tool it is relatively new and little is understood about its power or purpose in marketing strategy. The thesis also analyses how consumers process information relating to information-intensive products using mental shortcuts, or heuristics, to substitute price for product quality at increasing rates of product consumption. Finally, the thesis provides a new way in which to segment the luxury wine market based on consumer knowledge together with the timing of consumption. The thesis provides a number of interesting advancements in marketing and consumer behaviour research. The first advancement examines whether secret wine societies are actually that secret at all and finds that they are not; however this finding does not absolve the need for marketers to use secrecy as a marketing tool. The second advancement provides insight into advertising, blogs and consumer innovativeness and finds a positive relationship between attitude toward advertising and consumer innovativeness. The third advancement finds evidence that consumers’ process information by using the price-quality heuristic, for both sighted and blind tasting experiments. Furthermore, the study finds that blind tasting (deliberate thinking) reinforces sighted tasting (automatic thinking) which contributes to judgement errors about product quality. The fourth advancement is to provide a new way to segment the luxury wine market based on consumer objective knowledge, frequency of consumption and timing of consumption. / <p>QC 20160518</p>

Screw cap wine closures provide many benefits in maintenance of wine quality over time, however acceptance of their use by purchasers has varied. This work first investigates how factors like age, gender, income and education affect the decision to purchase screw cap wines and to what extent these factors impact consumer decisions to bring screw cap wine to various social settings. The results of a questionnaire pooling attitudes and behaviors of wine purchasers (n=319) indicate that factors such as age, wine knowledge, income and gender influence a consumer’s decision to purchase screw cap wine. Education and income positively impact the acceptance of screw cap wines and the likelihood of purchasing them. Age has a negative effect on acceptance of screw cap wines in social situations. Gender was found to not be significant in regards to likelihood of screw cap wine purchase generally, however men tended to view screw cap wines as more acceptable in more social situations than women.

No description available.

Thesis (MBA)--University of Stellenbosch, 2010. / South Africa is currently not considered a wine-drinking nation. The consumption per capita rate is very low, especially for a wine-producing country. To date, the wine industry has grown due to exports allowed since sanctions were lifted in 1994. With the export market set to decelerate over the next few years, the wine industry will have to develop the domestic market, especially the black consumer market for future growth. The emerging black market of South Africa has materialised as the strongest buying influence in the economy. They have an overwhelming desire to have access to a lifestyle, which in the past was not possible. While they are status and lifestyle orientated, they want products and brands that are aspirational and close to them. Understanding this market and the potential they pose is vital for the wine industry’s future. Wine marketers need to understand this target market’s thoughts and perceptions around wine, as this market is still largely untapped. The emerging black market has had little exposure to wine compared with other alcoholic drinks such as beer, brandy and the ready-to-drink category and the wine industry will have to look at a comprehensive strategy to target them. It is the purpose of this study to provide detailed insights into the emerging black market of South Africa in connection with wine consumption. Initially, a literature review was conducted to investigate this target market and the wine industry’s current situation. Various marketing tools were discussed designed to specifically target the emerging black market. Based on this information, a consumer survey was conducted amongst black MBA students of the University of Stellenbosch Business School (USB). The data was analysed and conclusions were drawn that answered the questions and objectives of this study. The analyses showed that the wine industry should focus on the women segment of the emerging black market, as they are the current group interested in wine. Other main findings included that wine needed to be positioned as an aspirational product; that brand ambassadors in large social networks should be identified; and finally that the wine industry and all its stakeholders should work together to educate the emerging black market and collectively apply the various marketing techniques found to be popular.

The first chapter talks about general aspects of wine, its typology and historical development of production and trade in wine but also about specific aspects of wine marketing. The second chapter is devoted to analyzing main producers, importers and exporters of wine together with contemporary trends in wine sector. The last chapter compares the EU's and Australia's trading policy, dealing with the Agreement between the EU and Australia on trade in wine and in the end is dedicated to the issue of the geographical indications at the WTO.

Thesis (MComm)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: In an ever-increasing wme market in which the decision to purchase becomes increasingly complicated for the consumer of wine because of the greater variety of wines that are available on the shelves of wine shops, wine producers and marketers are compelled to differentiate their product from the rest of the products. This can be done by finding more and better ways of providing the consumer with correct information to support the decision to purchase. Such information should support the consumer in the place where the decision to purchase must be made, namely at the shop shelf. This is where the packaging, which includes the label, is the main source of information. Correct information is a relative concept and the aim of this study was to determine what the consumer regarded as the most important information on the back label of a bottle of wine. A questionnaire was compiled to collect such information and was distributed in the Boland region. Wine consumers who also are buyers of wine were asked to complete the questionnaires. The results of the study indicated that, although twenty options with regard to information, which were presented in the questionnaires, were all regarded as important, eight of these options were clearly given a greater degree of preference. The challenge presented to the winemaker and marketer is to exercise a selective choice with regard to the information to be accommodated in the limited area of the back label on a wine bottle to thereby adequately meet the consumer's need for information relevant to the particular wine / AFRIKAANSE OPSOMMING: In 'n steeds groeiende wynmark waar die koopbesluit vir die wynverbruiker steeds meer ingewikkeld raak as gevolg van die groter verskeidenheid wyne beskikbaar op die winkelrak, is die wynprodusent en -bemarker geforseer om sy produk van die res te differensieer. Dit kan gedoen word deur meer en beter metodes te vind om die verbruiker te voorsien van korrekte inligting om sodoende sy koopbesluit te ondersteun. Hierdie inligting moet die koper ondersteun waar hy die koopbesluit neem, naamlik by die winkelrak, dit is wanneer hy daar is dat die verpakking, wat die etiket insluit, die hoof inligtingsbron is. Korrekte inligting is 'n relatiewe begrip en die doel van hierdie studie was om te bepaal wat die verbruiker as die belangrikste inligting op 'n wyn rugetiket beskou. 'n Vraelys is opgestel om sodanige inligting te versamel en is in die Boland area versprei. Wynverbruikers wat ook self wyn aankoop, is versoek om die vraelyste te voltooi. Die resultate van die studie het daarop gedui dat, alhoewel al twintig inligtingsopsies in die vraelys as belangrik beskou was, daar duidelik agt opsies was wat voorkeur geniet het. Die uitdaging aan die wynmaker en -bemarker is om die selektiewe keuse te maak ten opsigte van watter van hierdie informasie hul op die beperkte ruimte van 'n wyn rugetiket sal kan akkomodeer om sodoende ook aan die verbruiker se inligitingsbehoeftes te voorsien, met inagname van beskikbare inligting rakende die betrokke wyn.