Producer brands increasingly dominate global wine markets, while generic advertising promotes regionality and exports (e.g., Australia, Spain). We analyze U.S. price data and quality indicators for 24 wine regions within 11 countries using a hedonic model. We assess the value of producer brands...

Globalization has created an international wine market and global brands. However, consumers continue to regard regional origin as a dominant criterion in their wine buying decisions. Indicators of collective regional reputation as well as individual producer (or brand) reputation guide...