<p>A major challenge facing the South African wine industry has been the economic repositioning of the sector, which since 1994 has moved away from a highly regulated domestic environment. The increasing integration of the local industry into international markets and global value chains has been accompanied by the industry&rsquo / s deregulation and restructuring. From the production focus&nbsp / on a limited range of low value-added varieties produced for domestic tastes and to meet monopoly quotas, producers have shifted to planting noble cultivars suited to various international&nbsp / tastes. Despite the lack of growth in traditional Western European markets, new world producers like South Africa have successfully competed and secured new market share. The Western Cape&nbsp / ine industry is ranked as the second-largest contributor to the Western Cape economy. The thesis explores the effect of cluster governance and the coordination of strategic collective&nbsp / actions on the Western Cape wine cluster&rsquo / s competitiveness. The data has been gathered through a combination of documentary analysis and interviews conducted with the leadership and/or&nbsp / management of various industry organisations. A qualitative approach has been adopted in the data analysis and interpretation of the findings, with information gathered via a combination of&nbsp / documentary analysis and semi-structured interviews with key representatives of established industry bodies and key role-players in the Western Cape wine cluster. </p>

The Wine Jars Speak: A text study. Reworked and translated from a Swedish MA thesis, Vinkärlsetiketterna berättar: En textstudie from 2008 in Egyptology, Uppsala University. This paper examines the texts written on shards from wine jars found at El-Amarna, Tutankhamun’s tomb (KV 62) and Deir el-Medina. Information concerning the administration of wine and its production, found in these texts, is examined. Wine was an important element in Egyptian society and a common iconographic motif in tombs at Thebes during New Kingdom. A survey on previous research on the subject is presented. This is followed by analysis of the different reoccurring elements found in the texts. A definition of the standard formulation of the wine jar label texts is given and the minimal level of information needed for the administration of wine production and distribution is identified.  The chapter of the analysis deals with the various types of information given in the label texts, such as date, wine classification, and function. The next chapter presents the words associated with the vineyard, the names of the institutions involved in the production and use of wine, and the place names that identify where wine production took place. The following chapter deals with the titles and personal names of the officials involved in wine production. This study shows that these small texts contribute to an understanding of wine production. They also display continuity in form that bridges the turbulence of the Amarna Period. The earlier examples of these texts do not have an ideological component. It is first with the Ramesside Period, and the more intrusive inclusion of the name of the King, that some ideological intent can be identified.

<p>A major challenge facing the South African wine industry has been the economic repositioning of the sector, which since 1994 has moved away from a highly regulated domestic environment. The increasing integration of the local industry into international markets and global value chains has been accompanied by the industry&rsquo / s deregulation and restructuring. From the production focus&nbsp / on a limited range of low value-added varieties produced for domestic tastes and to meet monopoly quotas, producers have shifted to planting noble cultivars suited to various international&nbsp / tastes. Despite the lack of growth in traditional Western European markets, new world producers like South Africa have successfully competed and secured new market share. The Western Cape&nbsp / ine industry is ranked as the second-largest contributor to the Western Cape economy. The thesis explores the effect of cluster governance and the coordination of strategic collective&nbsp / actions on the Western Cape wine cluster&rsquo / s competitiveness. The data has been gathered through a combination of documentary analysis and interviews conducted with the leadership and/or&nbsp / management of various industry organisations. A qualitative approach has been adopted in the data analysis and interpretation of the findings, with information gathered via a combination of&nbsp / documentary analysis and semi-structured interviews with key representatives of established industry bodies and key role-players in the Western Cape wine cluster. </p>

Thesis (Msc Food Sc (Food Science))--University of Stellenbosch, 2009. / Grape juice is transformed into wine through the complex processes of alcoholic and malolactic fermentation that is performed by yeasts, lactic acid bacteria and acetic acid bacteria. However, the microbes involved in these processes do not only take part in ensuring the successful production of wine, but also cause spoilage of the wine if their growth is not controlled. Conventional, culture-dependent methods of microbiology have been used as the main technique in detecting and identifying these spoilage microbes. Cultureindependent techniques of molecular biology have recently become more popular in detecting possible spoilage microbes present in must and wine, since it allows the detection and identification of viable, but non-culturable microbes and are not as timeconsuming as conventional microbiological methods. The aim of this study was to investigate the sustainability of polymerase chain reaction (PCR)-based denaturing gradient gel electrophoresis (DGGE) analysis in detecting wine spoilage microbes inoculated into sterile saline solution (SSS) (0.85% (m/v) NaCl) and sterile white wine and red wine as single microbial species and as part of mixed microbial populations. Three methods of DNA isolation from SSS, sterile white wine and sterile red wine inoculated with reference microbial strains were compared in terms of DNA concentration and purity, as well as simplicity of the technique. These three DNA isolation methods were the TZ-method, the proteinase K-method and the phenol extraction method. DNA could not successfully be isolated from red wine using any of the three DNA isolation methods. The TZ-method was the method of choice for the isolation of DNA from inoculated SSS and sterile white wine as this technique gave the best results in terms of simplicity, DNA concentration and purity. PCR and DGGE conditions were optimised for the universal primer pair, HDA1-GC and HDA2, the wine-bacteria specific primer pair, WBAC1-GC and WBAC2, and the yeast specific primer pair, NL1-GC and LS2. DNA from Acetobacter pasteurianus, Lactobacillus plantarum, Pediococcus pentosaceus, Oenococcus oeni, Brettanomyces bruxellensis and Saccharomyces cerevisiae were amplified with the appropriate primers and successfully resolved with DGGE analysis. PCR and DGGE detection limits were successfully determined when 106 cfu.ml-1 of the reference microbes, A. pasteurianus, Lb. plantarum, Pd. pentosaceus and B. bruxellensis were separately inoculated into SSS and sterile white wine. It was possible to detect low concentrations (101 cfu.ml-1) with PCR for A. pasteurianus, Lb. plantarum, Grape juice is transformed into wine through the complex processes of alcoholic and malolactic fermentation that is performed by yeasts, lactic acid bacteria and acetic acid bacteria. However, the microbes involved in these processes do not only take part in ensuring the successful production of wine, but also cause spoilage of the wine if their growth is not controlled. Conventional, culture-dependent methods of microbiology have been used as the main technique in detecting and identifying these spoilage microbes. Cultureindependent techniques of molecular biology have recently become more popular in detecting possible spoilage microbes present in must and wine, since it allows the detection and identification of viable, but non-culturable microbes and are not as timeconsuming as conventional microbiological methods. The aim of this study was to investigate the sustainability of polymerase chain reaction (PCR)-based denaturing gradient gel electrophoresis (DGGE) analysis in detecting wine spoilage microbes inoculated into sterile saline solution (SSS) (0.85% (m/v) NaCl) and sterile white wine and red wine as single microbial species and as part of mixed microbial populations. Three methods of DNA isolation from SSS, sterile white wine and sterile red wine inoculated with reference microbial strains were compared in terms of DNA concentration and purity, as well as simplicity of the technique. These three DNA isolation methods were the TZ-method, the proteinase K-method and the phenol extraction method. DNA could not successfully be isolated from red wine using any of the three DNA isolation methods. The TZ-method was the method of choice for the isolation of DNA from inoculated SSS and sterile white wine as this technique gave the best results in terms of simplicity, DNA concentration and purity. PCR and DGGE conditions were optimised for the universal primer pair, HDA1-GC and HDA2, the wine-bacteria specific primer pair, WBAC1-GC and WBAC2, and the yeast specific primer pair, NL1-GC and LS2. DNA from Acetobacter pasteurianus, Lactobacillus plantarum, Pediococcus pentosaceus, Oenococcus oeni, Brettanomyces bruxellensis and Saccharomyces cerevisiae were amplified with the appropriate primers and successfully resolved with DGGE analysis. PCR and DGGE detection limits were successfully determined when 106 cfu.ml-1 of the reference microbes, A. pasteurianus, Lb. plantarum, Pd. pentosaceus and B. bruxellensis were separately inoculated into SSS and sterile white wine. It was possible to detect low concentrations (101 cfu.ml-1) with PCR for A. pasteurianus, Lb. plantarum, iv Pd. pentosaceus, and B. bruxellensis in SSS when amplified with the HDA1-GC and HDA2 primer pair. A PCR detection limit of 102 cfu.ml-1 was determined in sterile white wine for Pd. pentosaceus and 103 cfu.ml-1 for B. bruxellensis using this primer pair. The results obtained from the PCR amplification with the WBAC1-GC and WBAC2 primer pair compared well with the results of the HDA1-GC and HDA2 primer pair. The results from the DGGE detection limits indicated that it was possible to detect lower concentrations (101 – 102 cfu.ml-1) of A. pasteurianus, Lb. plantarum and Pd. pentosaceus with the HDA1-GC and HDA2 primer pair than the WBAC-GC and WBAC2 primer pair (102 – 104 cfu.ml-1). Lower detection limits were also determined for B. bruxellensis amplified with the HDA1-GC and HDA2 primer pair (103 – 104 cfu.ml-1) than with the NL1-GC and LS2 primer pair (105 cfu.ml-1). PCR and DGGE detection limits for the inoculation of A. pasteurianus, Lb. plantarum and B. bruxellensis at an inoculum of 108 cfu.ml-1 as part of mixed populations in SSS and sterile white wine compared well with the results obtained from the reference microbes inoculated as single microbial species. PCR detection limits of 101 cfu.ml-1 were determined for all three reference microbes inoculated as part of mixed populations when amplified with the HDA1-GC and HDA2 and the WBAC1-GC and WBAC2 primer pairs. It was observed that similar or higher DGGE detection limits were obtained for the reference microbes inoculated in sterile white wine (101 – 107 cfu.ml-1) than when inoculated into SSS (101 – 105 cfu.ml-1). PCR-based DGGE analysis proved to be a technique that could be used successfully with the universal, wine-bacteria and yeast specific primer pairs for the detection of A. pasteurianus, Lb. plantarum, Pd. pentosaceus and B. bruxellensis. The culture-independent technique makes the early detection of possible spoilage microbes at low concentrations in wine possible.

Thesis (MSc Food Sc)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: In this study an industry-selected and diverse range of South African red wines were analysed for sensory and chemical attributes, as well as degree of liking using a target group of black South African consumers. Segments of consumers that differed in degree of liking were then tested for their response to intrinsic (sensory) and extrinsic (non-sensory) cues. The selection of wines included eighteen dry and natural sweet red wines, representing low-end inexpensive wines together with high-end, top quality wines. Sensory profiles for all samples were established using Quantitative descriptive analysis (QDA). The results revealed that cultivar specific dry red wines associated with a wide range of sensory descriptors such as woody, vegetative and fruity, while the sweet red wines associated with the fruity and sweet-associated attributes. Chemically there was a significant variation between wines regarding the alcohol and sugar content. Gas chromatography with flame ionisation detection (GC-FID) indicated the major volatile constituents present in the wine, i.e. esters, alcohols and fatty acids. When investigating the association between the chemical and sensory data, it was revealed that the red blends were driven by the presence of alcohols and esters, and sensory descriptors such as high roast oak, coffee and mixed spice, whereas the red cultivar wines were mostly driven by fatty acids and esters and the sensory descriptors, green bean and asparagus. The sweet red blends were closely associated with acids and the sensory descriptors sweet-associated and floral. Degree of liking of a subset of 18 wines was investigated based on the preferences of black consumers from the Western Cape area, South Africa. These consumers predominantly preferred the sweet red wines with high sugar content, in a blind tasting session. Purchase intent was also evaluated by viewing actual photographs of packaging formats of the respective wines and the results indicated that the consumers preferred the well-known cultivar wines with a perception of value and style. Cluster analysis was furthermore performed to ascertain whether these consumers differed in their degree of liking of the intrinsic character of the respective wines. Four different clusters of consumers were identified: 1) Consumers preferring both dry and sweet red wines equally, 2) Consumers who strongly favoured sweet red wines and moderately liked dry red wines, 3) Consumers who strongly favoured sweet red wines with little preference for dry red wines; and 4) Consumers preferring dry red wines. Consumers were also probed on their general opinions or perceptions on the extrinsic character of the wines, and thus factors that influence the purchasing process. It was found that black consumers who don‟t consume wine often, preferred wines that they are familiar with, while consumers that drink wine more frequently enjoy to broaden their horizons by experimenting with more expensive wine brands. Extrinsic or non-sensory cues such as alcohol content, label, vintage, price and cultivar were found to be the most important considered factors when purchasing red wines, while awards and type of closure were regarded as the least important. It was also found that the discerning consumers, who purchase high-end wines, took more of the latter aspects into consideration, whereas consumers who purchase low-end wines considered a limited number of the non-sensory cues. / AFRIKAANSE OPSOMMING: In hierdie studie is 'n diverse reeks industrie-geselekteerde, Suid-Afrikaanse rooiwyne geanaliseer vir hul sensoriese en chemiese eienskappe. Verbruikersvoorkeur van die wyne is getoets, asook tot watter mate verbruikersvoorkeure beïnvloed word deur intrinsieke (sensoriese) en ekstrinsieke (nie-sensoriese) faktore. Die reeks van agtien wyne het bestaan uit droë en soet rooi wyne, wat op hul beurt verder verdeel kan word in goedkoper, kwaliteit wyne en duurder, ultra-premium wyne. Die sensoriese profiel van al die wyne is bepaal deur beskrywende sensoriese analise. Resultate het getoon dat die kultivar-spesifieke droë rooiwyne geassosieer word met 'n wye reeks sensoriese eienskappe soos houtagtig, kruidagtig en vrugtig, terwyl die soet rooiwyne beskryf is as vrugtige en soet-geassosieerd. In terme van die chemiese analises was daar betekenisvolle verskille betreffende die alkohol- en suikerinhoud van die wyne. Gas chromatografie gekoppel met vlam-ioniserende deteksie (GC-FID) het die mees vlugtige verbindings teenwoordig in die wyn aangedui, naamlik esters, alkohole en vetsure. Met die korrelasie van die chemiese en sensoriese data is gevind dat die droë versnitwyne gedryf word deur die teenwoordigheid van alkohole en esters, asook sensoriese eienskappe soos gehout, koffie, en gemengde spesery, terwyl die kultivar-spesieke wyne weer meestal gedryf word deur vetsure en esters en sensoriese eienskappe soos groenboontjie en aspersie. Die soet rooiwyne het chemies geassosieer met sure en sensoriese terme soos soet-geassosieerd en blomagtig. Die aanvaarbaarheid van 'n kleiner groepering wyne is bepaal deur gebruik te maak van swart verbruikers in die Wes-Kaap area, Suid-Afrika. Die verbruikers het in 'n blinde proesessie onderskeie wyne se wynverpakking besigtig en aangedui of hulle die wyne sou koop. Hierdie resultate het getoon dat die verbruikers bekende kultivarwyne verkies wat 'n persepsie van waarde en styl geïllustreer het. Segmentasie tegnieke is op die data uitgevoer ten einde te bepaal of verbruikers in groepe verdeel kan word, wat betref hul voorkeur van die sensoriese of intrinsieke eienskappe van die wyne. Vier verskillende groepe is geïdentifiseer, nl. verbruikers wat 1) droë en soet rooiwyne ewe veel verkies; 2) soet rooiwyne en tot 'n mate ook droë rooiwyne verkies; 3) soet rooiwyne en tot 'n mindere mate droë rooiwyne verkies; en laastens 4) slegs droë rooiwyne verkies. Verbruikers se algemene opinies en persepsies betreffende die ekstrinsieke eienskappe van die wyne is ook ondersoek, met ander woorde faktore wat die aankoop van wyne beïnvloed. Daar is gevind dat swart verbruikers wat nie gereeld wyn drink, bekende handelsmerke verkies, terwyl verbruikers wat gereeld wyn drink, daarvan hou om hul horisonne te verbreed en te eksperimenteer met 'n verskeidenheid handelsmerke. Ekstrinsieke of nie-sensoriese aspekte soos, alkohol-inhoud, etiket, oesjaar, prys en kultivar is die belangrikste faktore wat in ag geneem word wanneer rooiwyne gekoop word, terwyl wyntoekennings en die feit dat die wyn met kurke gebotteleer word, nie as belangrik beskou word nie. Daar is ook gevind dat die meer ingeligte verbruiker, wat hoë kwaliteit wyne koop, meer van die bogenoemde aspekte in ag neem tydens die aankoopproses, terwyl die verbruiker wat meer geneig is om goedkoper wyne te koop, slegs 'n paar ekstrinsieke faktore in ag neem.

Thesis (MSc)--Stellenbosch University, 2012 / ENGLISH ABSTRACT: The aroma and flavour of wine are important aspects that form the basis for consumers’ organoleptic experience of wine. Therefore, an understanding of the chemical composition of wine aroma is of major importance, to establish possible links between wine chemistry, sensory attributes and consumer preference for a product. For this purpose analytical chemistry and multivariate techniques are indispensable tools for the metabolic profiling of wine. Chenin blanc is one of the most important South African export white wine varieties. However, despite its importance, very limited profiling of Chenin blanc aroma compounds has been done and information is restricted to isolated and dated reports on a few chemical compounds only. Therefore, the overall aim of this study was to obtain an in-depth view of the volatile chemical profile of this cultivar. The first task was to perform targeted volatile metabolic profiling of the three dry and offdry Chenin blanc styles, fresh and fruity, rich and ripe unwooded and rich and ripe wooded. To this end, a new, simple and robust liquid-liquid extraction technique using dichloromethane was developed and validated for extraction of analytes prior to gas chromatography flame ionization detection (GC-FID) analysis, to quantify 57 analytes in one rapid analytical procedure. This method was applied to profile 48 Chenin blanc wines. Very successful discrimination between the three styles, using the quantified volatile compounds, was obtained with two multivariate methods. These were partial least squares regression-discriminant analysis, (PLS-DA), as well linear-DA, using best subset selection for identifying the most important variables. According to the classification models, a higher content of maturation derived, malolactic fermentation derived and wood derived compounds were predominantly characteristic of the wooded wines. Higher content of some terpenes and ethyl esters were predominantly associated with the rich and ripe unwooded style Chenin blanc wines, while the fresh and fruity style were generally characterized by high levels of acetate esters. Secondly, untargeted analysis of 21 wines was done with gas chromatography mass spectrometry (GC-MS). Mathematical chromatography, using PARAllel FACtor analysis (PARAFAC and PARAFAC2), was applied to the GC-MS data for resolution of the complex chromatographic results by multi-way modeling, and to derive unbiased multivariate classification models of the three styles. This approach provided excellent style differentiation, without the arduous task of analysis of numerous standards and setting up of calibration curves, required by the targeted approach described above. Additionally, the data generated during this study will form part of the current South African wine aroma database, which does not contain any data regarding Chenin blanc at present. / AFRIKAANSE OPSOMMING: Die aroma en geur van wyn is belangrike aspekte aangesien dit die basis vorm van die wynverbruiker se organoleptiese ervaring van die produk. Derhalwe, is ‘n deeglike kennis van die chemiese samestelling van wynaroma baie belangrik, ten einde die korrelasies tussen wynchemie, sensoriese eienskappe en verbruikersvoorkeure te bepaal. Vir hierdie doel, is die insameling van analitiese chemiese data, tesame met multi-veranderlike tegnieke om relevante inligting uit die data te onttrek, onmisbaar vir die metaboliese profilering van wyn. Chenin blanc is huidiglik een van Suid-Afrika se belangrikste uitvoer wit wynvariëteite. Ten spyte hiervan, is daar tot hede egter baie min profilering van Chenin blanc se aromakomponente gedoen en die beskikbare inligting is beperk tot geïsoleerde en verouderde navorsingsbevindinge. In die lig van bogenoemde, is die oorkoepelende motivering vir hierdie studie dus om die vlugtige chemiese komponente se profiel in Chenin blanc wyn, in diepte te bepaal. Die eerste taak was die geteikende bepaling van die metaboliese profiel van drie droë of halfdroë Chenin blanc wynstyle, nl. vars en vrugtig, ryk en ryp ongehout, asook ryk en ryp gehout. Om dit te bereik, is ‘n nuwe eenvoudige en robuuste vloeistof-vloeistof ekstraksieprosedure met dichlorometaan ontwikkel, wat analise met gaschromatografie – vlamionisasie deteksie (GC-FID) voorafgaan, om die konsentrasies van 57 komponente in een vinnige analise te bepaal. Hierdie metode is gebruik om 48 Chenin blanc wyne te profileer. Deur gebruik te maak van multi-veranderlike data analitiese tegnieke, is die gekwantifiseerde vlugtige komponente data gebruik in diskriminant analise. Baie suksesvolle onderskeid tussen die drie style, is verkry deur gebruik te maak van twee multi-veranderlike metodes, naamlik: parsiële kleinste kwadrate regressie, diskriminant analise, asook liniêre diskriminant analise. Vir laasgenoemde analise, is die seleksie van die mees belangrike veranderlikes met beste sub-groep regressie bepaal. Volgens hierdie klassifikasie modelle is ‘n hoër inhoud van veroudering-, appelmelksuurgisting- en houtverwante aroma komponente baie kenmerkend in die houtbehandelde wyne. Hoër vlakke van sommige terpene en etiel esters was kenmerkend met betrekking tot ryk en ryp ongehoute Chenin blanc style, terwyl die vars en vrugtige style meer gekenmerk was met hoë vlakke van asetaat esters. Tweedens is ‘n seleksie van 21 wyne geanaliseer deur gebruik te maak van gaschromatografie – massa spektrometrie (GC-MS) in ‘n ongeteikende metaboliese profileringsbenadering. Wiskundige chromatografiese metodes, spesifiek, parallelle faktor analise (PARAllel FACtor analysis (PARAFAC and PARAFAC2)), was voorts gebruik om komplekse chromatogramme te prosesseer met wiskundige, multi-vlak modellering. Met hierdie nie-selektiewe benadering, is ook suksesvolle klassifikasiemodelle gegenereer vir die diskriminasie tussen die drie verskillende Chenin blanc style. Die voordeel van die ongeteikende GC-MS analise, gekoppel met die data hanterings- en prosesseringsprotokols in hierdie studie gebruik, is dat die arbeidsintensiewe taak om kalibrasiekurwes op te stel vir elke individuele komponent, soos wat vereis word in die geteikende benadering, nie nodig is nie. Die data wat ingewin is gedurende hierdie studie, sal ook bygevoeg word tot ‘n bestaande Suid-Afrikaanse aroma databasis, wat tans geen data aangaande Chenin blanc wyn bevat nie.

Este trabalho de pesquisa busca aprofundar a relação entre vitivinicultura e o desenvolvimento do enoturismo no município de Bituruna, estado do Paraná. Sendo uma atividade essencialmente agrícola, a vitivinicultura engloba o cultivo e produção das uvas para produção de vinhos e derivados. O enoturismo, atividade turística associada ao vinho, vem se desenvolvendo no território brasileiro e ocasiona a necessidade de se disponibilizar produtos e serviços ao turista. Em Bituruna o cultivo da uva e a elaboração de vinhos teve início entre as décadas de 1930 e 1950, a turistificação do espaço vem ocorrendo lentamente. A pesquisa se caracteriza como qualitativa descritiva, realizada por meio da análise de referenciais bibliográficos e entrevistas com os principais produtores de vinho do município, gestores do setor público e privado, além de representantes comunitários. Os resultados indicaram que a vitivinicultura é uma atividade promissora, mas o enoturismo é incipiente pela falta de planos específicos que contribuam com o seu pleno desenvolvimento. O enoturismo em Bituruna oferece possibilidade de desenvolvimento socioeconômico e cultural, desde que melhor trabalhado. / Submitted by Ana Guimarães Pereira (agpereir@ucs.br) on 2016-10-20T16:45:52Z No. of bitstreams: 1 Dissertacao Leidh Jeane Sampietro.pdf: 1716222 bytes, checksum: de0f38158be4a9453194f01ecba260a3 (MD5) / Made available in DSpace on 2016-10-20T16:45:52Z (GMT). No. of bitstreams: 1 Dissertacao Leidh Jeane Sampietro.pdf: 1716222 bytes, checksum: de0f38158be4a9453194f01ecba260a3 (MD5) Previous issue date: 2016-10-20 / This research investigated the relationship between viticulture and the development of wine tourism in the municipality of Bituruna, state of Paraná. Being an essentially farming activity, viticulture includes the cultivation and production of grapes for wine production and derivatives. The wine tourism, tourism related to wine, has been developing in Brazil and causes the need to provide goods and services to tourists. Bituruna in grape growing and winemaking began between the decades from 1930 and 1950, the touristification space has been happening slowly. The research is characterized as descriptive qualitative, conducted through the analysis of bibliographic references and interviews with leading wine producers of the municipality, the public and private sector managers, and community representatives. The results indicate that the wine industry is a promising activity, but the wine tourism is incipient by the lack of specific plans to contribute to their full development . The wine tourism in Bituruna can offer the possibility of socioeconomic and cultural development , as long as it better planned.

Mini-thesis submitted in partial fulfilment of the requirements for the degree MASTER OF TECHNOLOGY: MARKETING MANAGEMENT in the Faculty of Business at the Cape Peninsula University of Technology 2010 / This study examines the validity of the mystery shopper research method, which was applied in the context of wine tourism. In the process of achieving this objective, the service quality of selected wine estates along the Stellenbosch Wine Route (SWR) was also established. Furthermore, the findings reveal whether this research method is beneficial to facilitate customer relationships. Wine tourism is considered a special interest tourism that has received heightened global attention in the past decade, both practically and academically. This growth is also mirrored domestically, as wine tourism is one of the major attractions in the Western Cape. Since 2006, the number of wine estates in the Stellenbosch region rose by 12.3%, resulting in more than 140 wine estates that are currently available. This ultimately means that there are more wine estates, which all compete for the same customer base, and this increases competitiveness. Moreover, being a relatively homogenous product offering, with the key differential point being the actual winescape, it is important that wine estates focus on delivering superior service quality in order to achieve competitive advantage. This also calls for a need to systematically test service quality and procedures to ensure that desired levels are maintained. The research methodology that was used is exploratory in nature, comprising of two in-depth interviews and sixteen mystery visits via judgmental sampling. The mystery visits were conducted at the Stellenbosch Hills and Bottelary Hills sub-routes. One popular and one less recognised wine estate per sub-route were observed. Findings showed that service quality at these estates are generally high, yet experiences at all estates were vastly different. The most important discovery is that the concept of mystery visitors is, in fact, an appropriate vehicle to assess service quality and to facilitate customer relationships. This method was successful in identifying the source of problems that led to sub-optimal performance, which allowed for corrective action to be taken. As a result, the service quality of the estates can be further increased to ensure a perfect experience on each occasion, which, over time, builds the reputati~n of the wine estate. Ultimately, this research has demonstrated that mystery visitors can be applied in the context of tourism on both an individual and collective scale. Key words: wine tourism, special interest tourism, wine tourists, Western Cape, Stellenbosch, Stellenbosch Wine Route, service quality, research method, mystery shopper and mystery visitor.

Existe uma carência na indústria vinícola com relação a uso de tecnologia e pela verificação de problemas tecnológicos. Este estudo foi dividido em três etapas. A primeira etapa almejou analisar os dados obtidos da pesquisa sociodemográfica do consumo de vinho, utilizando a Teoria de Resposta ao Item, sendo dividido em seis grupos: decisões de compra de vinho, razões que o consumidor bebe vinho, conhecimentos sobre vinho, conhecimentos sobre os atributos do vinho, o estilo de consumo de vinho e a estratégia de redução de riscos no momento da compra de vinho. A pesquisa foi realizada com 173 funcionários do Centro Universitário Assis Gurgacz e 127 integrantes do Centro de Convivência do Idoso. A segunda objetivou obter informações do processo produtivo em vinícolas situadas no oeste e sudeste do Estado do Paraná, bem como a tecnologia utilizada na produção de vinhos. A terceira etapa consistiu em criar um software para controle de produção das vinícolas, tendo como base os requisitos coletados na obtenção das informações do processo produtivo. Constatou-se que 66,33% dos consumidores de vinho entrevistados possuem ensino superior completo, levando em consideração a escolaridade mínima, com 79,67% consomem de 1 a 4 litros de vinho por mês e o vinho tinto sendo como preferência quanto a cor do vinho para 72,67%. O resultado da análise da TRI mostrou uma tendência maior para o item 2 (sabor), considerando ser “importante” ou “muito importante” para 81% dos entrevistados esse atributo no momento de comprar um vinho, seguido de 73,34% dos entrevistados que consideram o aroma como “importante” ou “muito importante”. Entretanto, apenas 21,33 % dos entrevistados consideram a publicidade “importante” ou “muito importante” no momento de comprar um vinho. Nenhuma das vinícolas visitadas tem um software para controle de produção de vinho e o fator de dificuldade na produção é falta de mão de obra qualificada para o processamento de vinho. O software desenvolvido facilitou o controle de estoque, a realização do cálculo do preço de custo, baseado nos custos de insumos, despesas fixas e despesas variáveis. O agronegócio tem sido importante para a sociedade e este trabalho contribuiu para a inovação tecnológica no setor produtivo das vinícolas, trazendo maior assertividade no custo do produto final. / There is a shortage in the wine industry regarding the use of technology and technological problems. This study was divided into three stages. The first step was to analyze the data obtained from the sociodemographic research of wine consumption, using the Theory of Response to the Item (TRI), being divided into six groups: wine purchasing decisions, consumer wine consumption reasons, wine knowledge, Attributes of wine, the style of wine consumption and the risk reduction strategy when buying wine. The research was carried out with 173 employees of the University Center Assis Gurgacz and 127 members of the Center for the Coexistence of the Elderly. The second objective was to obtain information about the production process in wineries located in the west and southeast of the state of Paraná, as well as the technology used in wine production. The third step consisted in creating a software to control the production of the wineries, based on the requirements collected in obtaining the information of the production process. It was found that 66.33% of the wine consumers interviewed had completed higher education, taking into account the minimum schooling, with 79.67% consuming 1 to 4 liters of wine per month and red wine being preferred as the color of wine to 72.67%. The result of the TRI analysis showed a greater tendency for item 2 (flavor), considering that 81% of respondents considered this attribute to be "important" or "very important" when buying wine, followed by 73.34% of respondents who consider the aroma as "important" or "very important". However, only 21.33% of respondents considered advertising "important" or "very important" when buying a wine. None of the wineries visited have software to control wine production and the difficulty factor in production is a shortage of skilled labor for wine processing. The developed software facilitated the stock control, the realization of the cost price, based on the costs of inputs, fixed expenses and variable expenses. Agribusiness has been important for society and this work has contributed to the technological innovation in the productive sector of the wineries, bringing greater assertiveness in the cost of the final product.

Existe uma carência na indústria vinícola com relação a uso de tecnologia e pela verificação de problemas tecnológicos. Este estudo foi dividido em três etapas. A primeira etapa almejou analisar os dados obtidos da pesquisa sociodemográfica do consumo de vinho, utilizando a Teoria de Resposta ao Item, sendo dividido em seis grupos: decisões de compra de vinho, razões que o consumidor bebe vinho, conhecimentos sobre vinho, conhecimentos sobre os atributos do vinho, o estilo de consumo de vinho e a estratégia de redução de riscos no momento da compra de vinho. A pesquisa foi realizada com 173 funcionários do Centro Universitário Assis Gurgacz e 127 integrantes do Centro de Convivência do Idoso. A segunda objetivou obter informações do processo produtivo em vinícolas situadas no oeste e sudeste do Estado do Paraná, bem como a tecnologia utilizada na produção de vinhos. A terceira etapa consistiu em criar um software para controle de produção das vinícolas, tendo como base os requisitos coletados na obtenção das informações do processo produtivo. Constatou-se que 66,33% dos consumidores de vinho entrevistados possuem ensino superior completo, levando em consideração a escolaridade mínima, com 79,67% consomem de 1 a 4 litros de vinho por mês e o vinho tinto sendo como preferência quanto a cor do vinho para 72,67%. O resultado da análise da TRI mostrou uma tendência maior para o item 2 (sabor), considerando ser “importante” ou “muito importante” para 81% dos entrevistados esse atributo no momento de comprar um vinho, seguido de 73,34% dos entrevistados que consideram o aroma como “importante” ou “muito importante”. Entretanto, apenas 21,33 % dos entrevistados consideram a publicidade “importante” ou “muito importante” no momento de comprar um vinho. Nenhuma das vinícolas visitadas tem um software para controle de produção de vinho e o fator de dificuldade na produção é falta de mão de obra qualificada para o processamento de vinho. O software desenvolvido facilitou o controle de estoque, a realização do cálculo do preço de custo, baseado nos custos de insumos, despesas fixas e despesas variáveis. O agronegócio tem sido importante para a sociedade e este trabalho contribuiu para a inovação tecnológica no setor produtivo das vinícolas, trazendo maior assertividade no custo do produto final. / There is a shortage in the wine industry regarding the use of technology and technological problems. This study was divided into three stages. The first step was to analyze the data obtained from the sociodemographic research of wine consumption, using the Theory of Response to the Item (TRI), being divided into six groups: wine purchasing decisions, consumer wine consumption reasons, wine knowledge, Attributes of wine, the style of wine consumption and the risk reduction strategy when buying wine. The research was carried out with 173 employees of the University Center Assis Gurgacz and 127 members of the Center for the Coexistence of the Elderly. The second objective was to obtain information about the production process in wineries located in the west and southeast of the state of Paraná, as well as the technology used in wine production. The third step consisted in creating a software to control the production of the wineries, based on the requirements collected in obtaining the information of the production process. It was found that 66.33% of the wine consumers interviewed had completed higher education, taking into account the minimum schooling, with 79.67% consuming 1 to 4 liters of wine per month and red wine being preferred as the color of wine to 72.67%. The result of the TRI analysis showed a greater tendency for item 2 (flavor), considering that 81% of respondents considered this attribute to be "important" or "very important" when buying wine, followed by 73.34% of respondents who consider the aroma as "important" or "very important". However, only 21.33% of respondents considered advertising "important" or "very important" when buying a wine. None of the wineries visited have software to control wine production and the difficulty factor in production is a shortage of skilled labor for wine processing. The developed software facilitated the stock control, the realization of the cost price, based on the costs of inputs, fixed expenses and variable expenses. Agribusiness has been important for society and this work has contributed to the technological innovation in the productive sector of the wineries, bringing greater assertiveness in the cost of the final product.