International Journal of Wine Business Research: Volume 34 Issue 3

What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

Cortney L. Norris, D. Christopher Taylor, Scott Taylor Jr.

This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored…

A time series projection model of online seasonal demand for American wine and potential disruption in the supply channels due to COVID-19

Faizul Huq, Vernon Jones, Douglas Alfred Hensler

This study statistically examines the shifting distribution channels in the American wine industry based on the growth trajectory of sales, seasonality and disruption due to…

Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic

Marianne McGarry Wolf, Mitchell Wolf, Benoit Lecat

The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when…

Changes in sustainability in the global wine industry

Susan L. Golicic

The wine industry is the one that is tightly linked to sustainability as its processes both impact and are impacted by the environment, society and companies’ financial…

Screw versus cork? New directions on quality perceptions from the perspective of Austrian wine consumers

Bettina König, Christian Pfeiffer, Marcus Wieschhoff, Elena Karpova

The purpose of this paper is to examine the influence of wine closure types on the quality perception of wine consumers in a traditional wine market, combined with the willingness…

Segmentation of wine tourism experience in Mexican wine regions using netnography

Ana Laura Hernández, Silverio Alarcón, Lino Meraz Ruiz

This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data…

Rethinking the wine list: restaurant customers’ preference for listing wines according to wine style

Cornelia Staub, Michael Siegrist

The purpose of this research paper was to examine difficulties that consumers have when choosing wine in a restaurant and whether structuring a wine list according to taste rather…