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RESEARCH PRODUCT
Instruments for Wine Promotion in Upscale Restaurants
Irene Gil-sauraMaría Eugenia Ruiz-molinaGloria Berenguer Contrísubject
WinePromotion (rank)Consumer choicemedia_common.quotation_subjectAdvertisingBusinessCatering industryMarketingFood Sciencemedia_commondescription
In recent years, wine marketing has assumed an increasingly important role in restaurants. The growing complexity of the supply of wines determines that consumer choice is conditioned by wine labels included in the wine list and the influence of the waiter. The objective of this study is to identify and characterize how a wine list is prepared and displayed for wine promotion by upscale restaurants, depending on the presence of wine specialists on staff. As a result, it is observed that the content and design of the wine list is largely conditioned by the presence of a sommelier, since the ways used for promoting wines in the wine lists differ across restaurants.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2010-05-18 | Journal of Foodservice Business Research |