Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships; structural and social bonds established based on the frequency of messages from regular followers; peer-to-peer relationship development through recommendation; development of trust established through online relationships; wine influencer’s influence on followers regarding everything about the wine. The study derives a model that explains the communication dimensions used by WIs that are: advertising (information about product/brand) (35.71%); persuasion—added value to brand and product (42.62%); brand democratization (10.07%); and identity (8.03%). This study provides a novel contribution to the open innovation process of small and medium-sized wine industries for their marketing strategies.

No abstract

This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping environmentally safeguard and contrast territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.

The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni’s activity and the dynamic of communication she used via her Instagram (IG) profile to enhance Italian tourist destinations and “local food & wine”. Specifically, it measured the contribution of local food used as an evocative factor in the appreciation of a tourist destination and its power in different contexts. Hundreds of posts on the influencer’s IG profile were observed using the netnographic analysis. Subsequently, the AGIL model (Adaption, Goal Attainment, Integration, and Latent pattern maintenance) was applied to measure the main dimensions of this communication campaign and its effectiveness to relaunch touristic catering sectors. The study offers a new model of open innovation for advertising and promoting food and catering businesses.

Purpose This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria. Design/methodology/approach All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-based marketing strategies to add value to passito wine, the symbol of the island. Synergistically, Pantelleria, through the use of its symbolic product, may enhance its touristic activities. This approach provides useful elements to evaluate the potential of communication in other regions with extreme agriculture, with other agro-food products to promote, due to the replicability of the method. Research limitations/implications A limitation of this study is the application of the AGIL method to a population of wineries located in a small wine region; however, regions where heroic agriculture is practiced are generally small. Practical implications The findings demonstrate a unique approach that provides an alternative form of wine communication strategy, in which the extreme territory becomes the communication tool of the product linked to it, adding value, regardless of the brand, while, simultaneously, the product becomes the symbol of the territory. Originality/value It contributes to the literature by providing the first application of the AGIL scheme to the wine sector, and it shows a new approach for communication strategies in wine marketing.

No abstract

No abstract

Sustainable viticulture is suggested as an interesting strategy for achieving the objectives of global greenhouse gas (GHG) emission reduction in terms of mitigation and adaptation. However, knowledge and quantification of the contribution of sustainable vineyard management on climate change impact are needed. Although it is widely assessed by several authors that the agricultural stage has a great impact in the wine chain, very few studies have evaluated the greenhouse gas emission in this phase including the ability of soil to sequester carbon (C) or the off-farm C loss by erosion. This work aimed to provide a vineyard carbon budget (vCB) tool to quantify the impact of grape production on GHG emission including the effects of environmental characteristics and agricultural practices. The vCB was estimated considering four different soil management scenarios: conventional tillage (CT), temporary cover crop with a leguminous species in alternate inter-rows (ACC), temporary cover crop with a leguminous species (CC), permanent cover crop (PCC). The estimation of vCB was applied at territory level in a viticulture area in Sicily (2468 ha of vineyard) using empirical data. Results of the present study showed that the environmental characteristics strongly affect the sustainability of vineyard management; the highest contribution to total CO2 emission is, in fact, given by the C losses by erosion in sloping vineyards. Soils of studied vineyards are a source of CO2 due to the low C inputs and high mineralization rate, except for soil managed by CC which can sequester soil C, contributing positively to vCB. The highest total CO2 emission was estimated in vineyards under CT management (2.31 t ha−1y−1), followed by CC (1.27 t ha−1y−1), ACC (0.69 t ha−1y−1) and PCC (0.64 t ha−1y−1). Findings of vCB applied at territory level highlighted the key role of the evaluation of carbon budget (CB) on a larger scale to identify the CO2 emission in relation to climatic and environmental factors. The present study could contribute to provide suggestions to policymakers and farmers for reducing GHG emissions and promote more sustainable grape production practices.