A cross-cultural analysis of the motivation factors and profitability of online wine tastings during Covid-19 pandemic

Abstract

PurposeThe pioneers of online wine tastings have set a new standard and introduced an innovative tool that combines various goals: contacting existing and recruiting new customers, entertaining participants and boosting sales. Within the framework of the study, the authors addressed questions such as the reasons for offering online wine tasting, profitability and the basic characteristics and future perspectives of this new interactive online tool.Design/methodology/approachA mixed-methods research was conducted using a sequential exploratory design to analyse online wine tastings during Covid-19 pandemic. First, 40 in-depth interviews in Germany were conducted and, based on these results, a global online survey was undertaken with 1,423 wineries from more than 40 countries.FindingsThe survey results clearly show the effect of Covid-19 on the growing tendency to employ online wine tastings. This tool is about more than just providing entertainment for wine lovers in that it also has a tangible business aspect.Practical implicationsBased on these results, the authors assume that online wine tastings will continue to be offered after the Covid-19 crisis.Originality/valueThis paper offers a situation analysis of the first 10 months of the Covid-19 pandemic in the field of online wine tastings worldwide. The authors conducted a quantitative online survey that built on a qualitative pre-study. Given the fact that no academic paper has been published on the topic, this paper provides first insights on a global scale.

Digital Winescape and Online Wine Tourism: Comparative Insights from Crete and Santorini

“…Considering this background, the present study attempts to add to the current efforts on evaluating the online experience of wine tourism (i.e., [14,17,18,63,83]) by exploring the digital winescape concept through the analysis of online data (i.e., wineries websites and social media). The results confirm previous studies that demonstrate the popularity of social media usage among wineries in their effort to communicate with their customers [57,84].…”

“…Nevertheless, few studies have focused on the digital environment as a platform allowing the wine tourism industry to respond to the pandemic. Notable exceptions explore the trend of online wine tastings during lockdowns [14] and the impact of virtual wine tours on consumers' purchase decisions [15]. Quite recently, Szlonoki et al (2022) explored whether the aforementioned interventions could lead to sustainable structural change [16].…”

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“…As a result, DTC sales comprise a significant percentage of the revenue for many small and mid-scale wineries. In Germany, 12% of the annual wine sales volume is purchased at cellar doors following wine tastings, representing a value share of 22% with a total turnover of €1.44 billion (Szolnoki et al 2021). The direct-to-consumer sales represent 65% of California's average winery revenue, driven by tasting rooms and clubs (Szolnoki et al 2021).…”

“…In Germany, 12% of the annual wine sales volume is purchased at cellar doors following wine tastings, representing a value share of 22% with a total turnover of €1.44 billion (Szolnoki et al 2021). The direct-to-consumer sales represent 65% of California's average winery revenue, driven by tasting rooms and clubs (Szolnoki et al 2021). Not all DTC sales occur through wine cellars, tasting rooms or wine clubs.…”

“…In Germany, individual wineries developed virtual tourism offerings supported by the Wine Institute and prominent newspapers through promotion. The platform "cheerswith.de" was established, offering wineries a free service for their virtual offerings (Szolnoki et al 2021). Conversely, virtual offerings in France were majorly curated by wine regions and the Tourism Department rather than by individual wineries.…”