Purpose – There is growing research on the value of winery tasting rooms/cellar doors as an avenue for relationship building with consumers resulting in greater brand loyalty. This paper aims to examine the role of tasting rooms in this regard in an Australasian context....

Purpose – This purpose of the study was to examine the relevance of the presence of geographical information, specifically the certification of region of origin (ROO) on the wine label, in the consumer’s wine purchase decision. In addition, the research investigated how the relevance of ROO...

Purpose The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The...

Purpose – The purpose of this paper is to present a model for promoting professional sales in winery visitor centers, as well as the results of an exploratory study to test the model. Design/methodology/approach – A survey methodology was used to evaluate the sales behavior of winery...