Herausforderungen der Öko-Weinbranche - eine Analyse der Wertschöpfungskette von Öko-Wein in Deutschland

In der vorliegenden Studie wurde die komplette Wertschöpfungskette von Öko-Wein mit einer Kombination von qualitativen und quantitativen Methoden systematisch untersucht. Die Analyse erfolgte unter Einbeziehung von Verbänden, Produzenten, Händlern und Endkonsumenten, um die jeweiligen Bedürfnisse und Erwartungen der unterschiedlichen Interessengruppen zu erfassen. Zunächst wurden Bio und konventionelle Winzer in Deutschland interviewt, um die Gründe für oder gegen eine Umstellung auf Bio zu analysieren. Im nächsten Schritt wurden Händler nach ihrer Einschätzung und Einstellung zum Bioweinmarkt in Deutschland befragt, um bereits einen Eindruck von der Biowein-Nachfrage zu erhalten. Anschließend wurden zunächst Gruppendiskussionen durchgeführt und die Datenerhebung mit einer repräsentativen Befragung von Weinkonsumenten abgeschlossen. Die Endverbraucher wurden zu ihrer Wahrnehmung, Einstellung und Erwartung von bzw. an Bio-Wein befragt. Somit wurden alle Stakeholder entlang der Wertschöpfungskette von Bio-Wein in Deutschland involviert. Die Ergebnisse der Analyse helfen zu verstehen, warum 1) Weingüter auf Bio umstellen und warum nicht; 2) Händler Bio-Wein im Sortiment anbieten und wie kommunizieren; 3) die Mehrheit der deutschen Weinkonsumenten Bio-Wein nicht aktiv nachfragt. Darüber hinaus würden die Bio-Weinkonsumenten segmentiert und mithilfe von Marketingund Kommunikationsexperten Handlungsempfehlungen zur Steigerung der Bio-Wein-Nachfrage erarbeitet

A Cross-Cultural Comparison of New Implemented Sustainable Wine Tourism Strategies during the COVID-19 Crisis

To compensate for loss of business during the COVID-19 crisis, wineries in the tourism industry had to apply new strategies. In order to collect and compare these newly developed sustainable strategies, a cross-cultural study has been conducted in 2021. This study is based on a qualitative survey using purposeful sampling with key decision-makers of 70 wineries from the U.S., Australia, Germany, Hungary, and Romania covering wine growing countries both from the Old and New World. The aim was to identify new and sustainable initiatives and resilience strategies implemented to deal with the disruption caused by the COVID-19 pandemic, noting any cultural differences in each country’s response and to analyse the perspectives of wine tourism in the future. The findings highlight the wineries’ impressive focus on creativity and flexibility while also bringing attention to cultural differences. The insights form a preliminary suggestion for best practice strategies that businesses within wine tourism may consider helpful in their future business planning

Calculating the purchasing power of tourists in a wine region – a case study from Germany / Kaufkraft von Touristen in einer Weinregion – eine Fallstudie aus Deutschland

The main purpose of this consumer study was firstly to calculate the economic importance, in term of purchasing power, of visitors in the German wine growing region Rheingau, and secondly to examine their demographic and behavioural characteristics, as well as their the motivation using segmentation approach. In the framework of a face-to-face survey, conducted between April and May 2015, a total of 1,555 tourists were interviewed at 18 different locations in the Rheingau. Four wine tourist types were identified by using cluster analysis: 1) Wine and Rheingau lovers, who have a high interest in wine and visit the region several times a year; 2) wine-oriented tourists, who use the culinary offerings of the Rheingau with pleasure but do not come to the region very often; 3) new visitors, who come to the region mainly because of the nature and history; and 4) foreign tourists, who have less knowledge about the Rheingau and buy less wine in the region. With the help of the purchasing power calculation, we can state that approximately 18 % of the total production is purchased directly in the region by tourists

Abstract

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Wine packaging and labelling -do they impact market price? A hedonic price analysis of US scanner data Introduction and Literature Review

Abstract Despite previous research has confirmed that wine packaging and labelling influence sensory wine evaluation, product associations and consumer choice, it is still unknown if they have an impact on the market price of wine. We report results from a hedonic price analysis of red wine scanner data from two US markets. While region of origin has the strongest impact on market price we also find significant price premiums and discounts for different label styles, label colours, bottle forms, closures and the presence or absence of front label information. Our findings give marketers valuable strategic insights on how to package and label wines to match consumer expectations for different price tiers

Estimating the economic impact of tourism in German wine regions

With an economic impact of EUR 291 billion, Germany is the number-one European country in terms of tourism revenue. German wine regions have a long history of production, but the value of these regions as tourism destinations has only recently received recognition. In the last few years, wine tourism has gained increasing importance and is believed to result in sustainable development by creating jobs while at the same time preserving a region's heritage. The aim of this paper is to estimate the economic impact of tourism in German wine regions in order to help stakeholders make the right policy and investment decisions. Therefore, a modified multiplier model was developed that allows for the economic impact of wine tourism to be assessed. By collecting 4,448 questionnaires in all 13 German wine regions, travelers provided information about their travel behavior, expenditures, and socio-demographic characteristics. After conducting segmentation, the economic impact of tourism as well as wine tourism was estimated for each of the wine regions. The results show that tourism in German wine regions has an economic impact of EUR 26.4 billion, providing 384,878 people with their primary income. Due to higher expenditures, wine tourists show a disproportionately high economic impact of EUR 5.0 billion, which makes this niche market generate income for 71,846 people. The right investments in this lucrative market could help balance regional economic disparities and achieve sustainable tourism development in the country

A cross-cultural comparison of wine consumption and purchasing behaviour in Germany and Hungary

Both the German and the Hungarian wine markets belong to the "old world" European winemaking heritage and each have long winemaking traditions; however, since the 1950s, they have gone through completely different changes as political and economic circumstances greatly influenced the development of these wine markets. This paper, based on a representative survey of 2,000 participants in Germany and 1,500 participants in Hungary, investigates the differences in consumer behaviour and sales channel structures in both countries. The results indicate that, despite some similarities, there are large differences between German and Hungarian wine consumers in not only wine preferences but also in the use of sales channels. The two countries differ especially in the number of heavy drinkers and in the socio-demographic background of wine drinkers. These results shall provide important information and insights for producers and marketers about the wine markets of these two European countries

Online, face-to-face and telephone surveys—Comparing different sampling methods in wine consumer research

AbstractToday, depending on topic, goal and budget, all kinds of sampling methods are being used, in order to collect consumer data for research in the wine business. However, it is questionable which survey method is able to generate data that does represent the entire population. A representative face-to-face survey with 2000 respondents and a telephone survey with 1000 respondents were compared with two online surveys, one based on quota sampling (2000) and the other on snowball sampling (3000) using identical questions. Due to the sampling method, three of the surveys were representative of the socio-demographic structure of the German population in terms of six demographic variables that were selected for the quota sampling. The online survey (based on the snowball sample) had large biases concerning representativeness. Regarding the behavioural characteristics of consumers, the face-to-face data delivered the best results, followed by the telephone interviews and finally the online quota survey. Face-to-face surveys still deliver the most representative results. Telephone surveys may provide a good alternative, but we would advise use of a larger sample. The online quota survey needs to be corrected, while in the case of snowball sampling, one should relinquish representativeness

Eine Frage des Alters – Deutsche Weintrinker und ihr Konsumverhalten mit dem Fokus auf die jüngere Generation

Deutschland ist mit einer durchschnittlichen Produktionsmenge von durchschnittlich 9,5 Millionen hl sowie mit 15 Millionen hl importiertem Wein einer der wichtigsten Weinmärkte der Welt. Dass der Wein ein beliebtes alkoholisches Getränke in Deutschland ist, zeig der Pro-Kopf-Verbrauch von Still- (21  l) und von Schaumwein (3  l). Was ist die Rolle und was für eine Bedeutung haben jüngere Konsumenten auf dem deutschen Weinmarkt? Unterscheiden sich ihre Geschmackspräferenz und Konsumverhalten von den älteren Konsumenten? Um den deutschen Weinmarkt auf die nächste Generation vorzubereiten, ist es von Bedeutung, die Altersgruppe jüngerer Konsumenten besser zu verstehen. Dafür wurde 2016 eine repräsentative Befragung durchgeführt und die 2078 Befragten in vier Kategorien unterteilt: Jüngste Konsumenten zwischen 16–29 Jahren, die noch in Ausbildung sind oder gerade mit dem Arbeiten anfingen; Konsumenten zwischen 30–49 Jahren, die bereits einen festen Job und ein regelmäßiges Gehalt haben; Konsumenten zwischen 50–65 Jahren, die auf der Höhe ihrer Karriere stehen und ein fundiertes Weinwissen besitzen; und Konsumenten über 65 Jahre, die bereits in Rente sind und das höchste Weinwissen aufweisen. Nach der Analyse der Präferenzen, des Konsumentenverhaltens und der wirtschaftlichen Bedeutung der Gruppen kann festgestellt werden, dass sich das erste Alterssegment von den anderen Konsumenten in allen Bereichen signifikant unterscheidet. Die jüngste Generation trinkt am seltensten Wein und hat niedrigeres Involvement. Aufgrund der in der Kindheit etablierten Präferenzen, bevorzugen sie eher Weißweine mit höherem Restzuckergehalt. Bedingt durch den eher unregelmäßigen Weinkonsum, das niedrige Involvement und durch die niedrige Zahlungsbereitschaft, hat diese Altersgruppe zurzeit eine eher marginale wirtschaftliche Bedeutung auf dem deutschen Weinmarkt. Jedoch als zukünftiges Rückgrat des deutschen Weinmarktes besitzen junge Konsumenten ein großes Potential

A magyarországi borfogyasztói szokások és a borpiac elemzése

Hasonlóan más piacokhoz, a magyar borpiac is folyamatosan változik. Ez a változás jelentősen kihat mind a keresletre, mind a kínálatra. Az aktuális fogyasztási szokásokat, valamint a magyar borpiac részletes leírását elősegítendő, 2017 második felében egy 1500 fős reprezentatív felmérés készült Magyarországon. Ezen felmérésen belül elemzésre került többek között a bor és egyéb alkoholos italok fogyasztási gyakorisága, a vásárlás célja és helye, valamint a költési hajlandóság, illetve a borfogyasztás körülményei. Ezen kívül górcső alá vettük a mérsékelt és túlzott borfogyasztás megítélését és modelleztük mennyiségben és értékben a magyar borpiacot az egyes kereskedelmi csatornák részesedése szerint. ---------------- Like other markets, the Hungarian wine market is always changing. This change influences the demands and offers. To summarise the actual consumption habits and provide a detailed introduction to the Hungarian wine market, a representative survey of 1500 people was conducted in the second half of 2017. Within the frame of this survey, the frequency of consumption of wine and other alcoholic drinks, the aim and place of purchase, the willingness to spend money and the circumstances of wine consumption were analysed. As well as observing the judgement of solid and excessive wine drinking, we modelled the both the quality and the quantity of the Hungarian wine market according to the shares of the different commercial chains