Purpose: The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes. Design/methodology/approach: A qualitative...

Purpose: The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US...

Marketing managers in the US have long been concerned with how to reach young consumers most effectively and how to present important information. This research demonstrates how the information search and risk reduction strategies of Millennials differ from older consumers. Findings from a...

This paper explores the impact of climate change upon the global production of winegrapes and wine. It includes a review of the literature on the cause and effects of climate change, as well as illustrations of the specific challenges global warming may bring to the production of winegrapes and...