—Wine Journalism—Marketing or Consumers' Guide?

Øyvind Horverak ()
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Øyvind Horverak: The Norwegian Institute for Alcohol and Drug Research, 0105 Oslo, Norway

Marketing Science, 2009, vol. 28, issue 3, 573-579

Abstract: This article explores some aspects of wine journalism in Norwegian newspapers. Two issues are discussed: First, are wine sales influenced by wine journalists' reviews? Second, do experts agree on what makes a good wine buy? The results show that wine sales are indeed significantly influenced by the judgements of wine critics; a 10% rise in newspapers' scores in Norway was accompanied by an average increase of 16%–18% in sales figures for table wines. The effect of wine reviews varied somewhat from newspaper to newspaper. It proved difficult to establish criteria for a good wine buy that are objective and independent of the person making the judgement. The journalists gave no unanimous recommendation of good wine buys to the consumers; the same wine could get good reviews in some papers and might well receive run-of-the-mill reviews in others. However, a majority of the reviewers seemed to agree in the ranking of most of the wines, even if the absolute value of the scores differed.

Keywords: advertising; entertainment marketing; media (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:28:y:2009:i:3:p:573-579

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