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


Lewis, G and Lehman, K, Feast for the senses: leveraging culture as a competitive advantage in the wine sector, Proceedings of the 27th ANZAM Conference, 4-6 December 2013, Hobart, pp. 1-18. ISBN 978-0-9875968-1-9 (2013) [Refereed Conference Paper]

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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.

Item Details

Item Type:Refereed Conference Paper
Keywords:consumer behaviour, brand management, customer satisfaction and loyalty
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Lewis, G (Dr Gemma Lewis)
UTAS Author:Lehman, K (Dr Kim Lehman)
ID Code:87646
Year Published:2013
Deposited By:Management
Deposited On:2013-11-28
Last Modified:2018-03-08
Downloads:5 View Download Statistics

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