The Creative Turn of the Wine Industry

Pasquale Sasso and Ludovico Solima
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Pasquale Sasso: Università della Campania Luigi Vanvitelli, Capua, Italy
Ludovico Solima: Università della Campania Luigi Vanvitelli, Capua, Italy

International Journal of Tourism and Hospitality Management in the Digital Age (IJTHMDA), 2018, vol. 2, issue 1, 36-47

Abstract: This article describes how there is a large amount of research on strategic management literature on wine industry; however, there is insufficient published literature that underlines the importance of wine as a creative product. In the aesthetic economy, specific industries such as food, there is an active contribution to economic growth. In this context, artistic creation plays a fundamental role and creativity and savoir-faire to become symbols of a new way to produce. In this context, wine can be considered an aesthetic product. It is a symbol of quality, civilization and authenticity. Wine is defined as “the liquid art” also, because its production process is a combination of emotions and creativity, but also branding and design. This article aims to understand if wine can really be considered a creative product and if the wine industry can be considered a creative industry with the goal of developing a creative wine business. Finally, this article presents a synthesis of a qualitative analysis based on secondary data, with contributions coming from literature and empirical cases.

Date: 2018
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