Search results for "wine marketing"
showing 5 items of 5 documents
Naming organic wines in French and German A Frame Semantics analysis
2019
International audience; [Context]Naming a product is giving it an identity (Lobin, 2016); when it comes to wines it is offering them, the possibility to be easily discriminated and to catch the clients’ attention. This contribution aims at analyzing the naming of organic wines in two countries: France and Germany. If naming generic wines has already been investigated especially from a lexical point of view (Herling, 2015), wine names from the organic wine industry have for the time being been left aside. In the meantime, previous studies based on authentic materials have underlined, since Lehrer, 1975, some specificities in the wine language like resorting to prototypes (Gautier & Bach, 201…
Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features
2020
This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping e…
The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis
2020
Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships
Study of product repositioning for the Marsala Vergine DOC wine
2017
Italian production of wine is very diversified and Sicily is one of the major regions with regards to quality and quantity of wine. The Marsala is the oldest fortified Sicilian wine, which is very valuable because of its organoleptic qualities and its production process. Marsala wine has been gaining for over a century in the Italian and foreign market, but, after a century of fame, it entered a long phase of decline because of inappropriate producers' decisions and new competitors. The objective of this study is to investigate strengths, weaknesses, opportunities and treats of Marsala Vergine DOC wine for repositioning the product in the market. The focus group and factor analysis were car…
The Brand-Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study
2022
This is the first study on the brand–land link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand and the territory of origin for wines produced in the Etna valley in Sicily (southern Italy). Awareness among producers and stakeholders of the recognizability of local wines by the market was investigated. Moreover, the forecasts/reliability, issues/importance, options/feasibility, and goals/desirability of development factors for wines with a brand–land link in the Etna valley were analyzed. The results were used to design a mod…