The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine

Ingrassia, Marzia; Altamore, Luca; Columba, Pietro; Bacarella, Simona; Chironi, Stefania

doi:10.1108/ijwbr-06-2017-0039

Cited by 15 publications

(30 citation statements)

References 41 publications

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“…In some cases, and for some markets, history and the territorial characteristics should be considered in the strategies implemented by the wineries [88]. In fact, sometimes, organic attributes seem to be more important than, for example, the color, albeit less relevant than the price and the country of origin [89].…”

Section: Winery Strategy Indexmentioning

confidence: 99%

Contributions from Literature for Understanding Wine Marketing

Martinho

2021

Sustainability

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Marketing for wines is a determinant tool for several stakeholders within the wine sector, but there are not many studies concerning the topic “wine marketing” and even fewer that take a bibliometric approach. In turn, wine is a strategic agri-food product for the economy of several countries around the world, particularly in Mediterranean countries. Beyond the economic level, wine has an environmental, social, and cultural dimension. All these dimensions have implications in any plan for the wine sector and should be taken into account. In addition, these dimensions change around the world in accordance with different local factors. In this way, sometimes, it is not easy to design adjusted marketing plans for the wine sector, namely, in international markets. Taking the frameworks into account, the main objective of this study is to explore the scientific documents available on scientific platforms, namely, in the Web of Science, related to “wine marketing”. These studies (87 documents) were first explored through bibliometric software, such as the VOSviewer and the Atlas.ti, and then analyzed individually to capture the main insights shown by the scientific literature about wine marketing. To better organize the literature survey, with the information obtained from the bibliometric analysis, the following indexes were identified through factor analysis: “supply index”, “demand index”, “winery strategy index”, “tourism index”, “innovation index”, and “wine characteristics index”. The supply index highlights questions related to new technologies, climate change, logistics in international markets, institutions and regulations, being the main factors that influence wine producers. The demand index stresses the relevance, for consumers, of the relationship between the price and quality of a wine. On the other hand, younger consumers, in general, consume wine outdoors while socializing, giving importance to the label, often when the wine is recommended by someone. Older consumers give greater importance to the wine’s variety and to its region of origin. The winery strategy index shows the importance of questions relating to agri-chains, market differentiation, the history, and the brand. The tourism index brings together aspects associated with the complementarity between activities in the wine sector, wine routes, and contributions from culture and landscape. The innovation index highlights aspects related to the quality and the perceptions of the consumers. Finally, the wine characteristics index shows the little importance given by scientific literature relating to wine marketing and to attributes such as alcohol. A search on the Web of Science for the topic addressed here and “bibliometric” showed that there has been no research carried out with the approach taken here, showing the novelty of this study.

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Section: Winery Strategy Indexmentioning

confidence: 99%

Contributions from Literature for Understanding Wine Marketing

Martinho

2021

Sustainability

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“…As with other food heritage products [ 10 ], ancestral ways of making historical wines have been preserved until today due to the relatively slow economic development observed in some areas of wine-producing countries in the Mediterranean [ 7 ]. AVHP efforts to implement an HWP classification represent a first attempt to create a wine brand that combines the preservation of rural memories of local communities with the cultural and potential market appeal of food products of ancestral tradition [ 11 ], in an effort to target the modern consumer eager to reconnect with food, place and culture in an era of globalized agri-food systems [ 12 ].…”

Section: Introductionmentioning

confidence: 99%

“…Indeed, when a wine label is able to live up to its heritage of high-quality production, it gains stature or “pedigree” [ 18 ]. Heritage character and the use of ancestral viticulture and/or oenology knowledge and practices are also some of the defining features of historical and “heroic” wines, which may thus help associated brands build status and reputation [ 3 , 11 ].…”

Section: Introductionmentioning

confidence: 99%

“…Moreover, studies on the product, individual and situational factors affecting how consumers understand and judge the authenticity of food and wine brands remains scarce [ 14 , 37 ], focusing mainly on the perceptions of British, Australian or North American consumers [ 15 , 16 , 23 ]. Recent studies examining the marketing communication activities of “heroic wines” from Sicily are a notable exception [ 9 , 11 ]. Importantly, research has not yet explored the role played by product knowledge in shaping consumers’ perceptions of wine authenticity and related attributes.…”

Section: Introductionmentioning

confidence: 99%

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Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Costa

Marano-Marcolini

Malfeito‐Ferreira

et al. 2021

Foods

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Geographical origin, use of traditional varieties and ancestral viticulture/oenology practices characterize wines classified as Historical Wines of Portugal (HWP). This study identifies the authenticity attributes consumers associate with this classification and assesses the relative strength of associations. A review of brand authenticity research and interviews with Portuguese wine producers (n = 3) and consumers (n =1 2) were conducted to identify HWP classification attributes. Strength of attribute association was subsequently evaluated in an online questionnaire with a convenience sample of Portuguese wine consumers (n = 641), which included a measure of general wine knowledge and questions about the adequacy of different contexts for HWP purchase and consumption. Wine knowledge markedly affected the nature and strength of consumer associations. Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating origin, cultural heritage, quality, production and at-home consumption more strongly with HWP, and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus likely to depend on consumers’ general wine knowledge. Related promotional activities targeting wine novices should first focus on educating them on HWP classification, whereas those directed at savvier consumers should emphasize wine authenticity cues instead.

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“…The island of Pantelleria is a good example of the power of experiential components in travel destination choices. In fact, in the past decade, thanks to the extraordinary communicative power of its territory, Pantelleria island became a destination for elite tourism, this enhanced the value of this island and, at the same time, of the raisin wine that became the oenological symbol of Pantelleria [41].…”

Section: Introductionmentioning

confidence: 99%

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

Chironi¹,

Altamore²,

Columba³

et al. 2020

Preprint

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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. Also, 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 environmental safeguard and contrasting 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.

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The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine

Cited by 15 publications

References 41 publications

Contributions from Literature for Understanding Wine Marketing

Contributions from Literature for Understanding Wine Marketing

Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

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