Wine labels: the impact of a module in wine knowledge

Christian Kammer and Ruth Rios-Morales

International Journal of Globalisation and Small Business, 2016, vol. 8, issue 1, 39-50

Abstract: Wine labels are among the first signal consumers utilise when assessing wine quality, influencing their purchase decisions. However, identifying correctly wine quality through information provided on labels requires training. Wine labels' understanding is an important assignment in wine education; research suggests that wine knowledge increases the pleasure of wine consumption. The purpose of this study is to evaluate the impact of a taught entry level wine course on wine novices' appraisal of wines on the basis of their label. The study postulates that after having taken the module, they will appraise wine more objectively and accurately, on the basis of more precise geographical label details, grape variety, and Appellation d'Origine Controllée. Using the survey method of research, valuable results have been found; these findings uncovered a number of elements that would facilitate enhancing wine courses that fit more closely to the needs of students for specific label knowledge. Since, there is a growing demand for wine knowledge among consumers; this study has sought to particularly contribute to wine marketing, wine labelling, and wine knowledge and education.

Keywords: wine education; wine features; wine knowledge; wine labelling; wine marketing; wine labels; quality assessment; wine quality; purchase decisions; course modules; entry level wine courses; hospitality education. (search for similar items in EconPapers)
Date: 2016
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