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Authors
Advisor(s)
Abstract(s)
Marketing for wines is a determinant tool for several stakeholders within the wine sector,
but there are not many studies concerning the topic “wine marketing” and even fewer that take
a bibliometric approach. In turn, wine is a strategic agri-food product for the economy of several
countries around the world, particularly in Mediterranean countries. Beyond the economic level,
wine has an environmental, social, and cultural dimension. All these dimensions have implications
in any plan for the wine sector and should be taken into account. In addition, these dimensions
change around the world in accordance with different local factors. In this way, sometimes, it is not
easy to design adjusted marketing plans for the wine sector, namely, in international markets. Taking
the frameworks into account, the main objective of this study is to explore the scientific documents
available on scientific platforms, namely, in the Web of Science, related to “wine marketing”. These
studies (87 documents) were first explored through bibliometric software, such as the VOSviewer
and the Atlas.ti, and then analyzed individually to capture the main insights shown by the scientific
literature about wine marketing. To better organize the literature survey, with the information
obtained from the bibliometric analysis, the following indexes were identified through factor analysis:
“supply index”, “demand index”, “winery strategy index”, “tourism index”, “innovation index”,
and “wine characteristics index”. The supply index highlights questions related to new technologies,
climate change, logistics in international markets, institutions and regulations, being the main factors
that influence wine producers. The demand index stresses the relevance, for consumers, of the
relationship between the price and quality of a wine. On the other hand, younger consumers, in
general, consume wine outdoors while socializing, giving importance to the label, often when the
wine is recommended by someone. Older consumers give greater importance to the wine’s variety
and to its region of origin. The winery strategy index shows the importance of questions relating to
agri-chains, market differentiation, the history, and the brand. The tourism index brings together
aspects associated with the complementarity between activities in the wine sector, wine routes, and
contributions from culture and landscape. The innovation index highlights aspects related to the
quality and the perceptions of the consumers. Finally, the wine characteristics index shows the little
importance given by scientific literature relating to wine marketing and to attributes such as alcohol.
A search on the Web of Science for the topic addressed here and “bibliometric” showed that there has
been no research carried out with the approach taken here, showing the novelty of this study.
Description
Keywords
Agri-food strategies Bibliometric analysis Literature review Wine marketing Mediterranean countries
Citation
Publisher
MDPI