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Feast for the senses: leveraging culture as a competitive advantage in the wine sector
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 ConferenceEditors
ANZAMPagination
1-18ISBN
978-0-9875968-1-9Department/School
TSBEPublisher
ANZAMPlace of publication
HobartEvent title
27th ANZAM Conference: Managing on the EdgeEvent Venue
HobartDate of Event (Start Date)
2013-12-04Date of Event (End Date)
2013-12-06Rights statement
Copyright 2013 The AuthorsRepository Status
- Restricted