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Feast for the senses: leveraging culture as a competitive advantage in the wine sector

conference contribution
posted on 2023-05-23, 08:05 authored by Gemma LewisGemma Lewis, Kim Lehman
In the wine sector, opportunities exist to augment the wine offering with a range of cultural products and activities available at the cellar door or vineyard, with a view to creating a hedonistic consumer experience. The assumption is that drinking premium wine, consuming fine food and attending cultural events is an attractive offering, particularly for the middle-aged, educated, and high-income segment. In this paper we explore how and why wine producers adopt this marketing strategy, through the use of four pilot case studies. Preliminary findings suggest that leveraging culture allows wine producers to enhance the wine tasting experience, attract a wider range of consumers, and extend and diversify their brand.

History

Publication title

Proceedings of the 27th ANZAM Conference

Editors

ANZAM

Pagination

1-18

ISBN

978-0-9875968-1-9

Department/School

TSBE

Publisher

ANZAM

Place of publication

Hobart

Event title

27th ANZAM Conference: Managing on the Edge

Event Venue

Hobart

Date of Event (Start Date)

2013-12-04

Date of Event (End Date)

2013-12-06

Rights statement

Copyright 2013 The Authors

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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