The Evolution of Wine Events in Australia and New Zealand: A Proposed Model

The wine sectors in Australia and New Zealand have developed a number of regional events in order to promote wine and build regional identity. Despite the popularity and long history of these events little research has been carried out on their role in wine marketing strategy. The purpose of this paper is to examine the use and evolution of regional wine events from a strategic perspective. Findings are based upon seven case studies from Australia and New Zealand. The authors argue that over time events evolve through a series of stages from regional awareness through to brand enhancement and customer loyalty. Implications of these changes for winery management and event organisers are explored.