The German Wine Queen: Opportunities and Challenges of a Product Ambassador Format between Tradition and Modernity

Beate Gebhardt and Carolin Kloeckner

No 320701, 61st Annual Conference, Berlin, Germany, September 22-24, 2021 from German Association of Agricultural Economists (GEWISOLA)

Abstract: In this paper we analyze opportunities and challenges of the German wine queen concept as an example of a traditional food product ambassador. Explorative interviews with seven experts from politics, wine marketing and media have been conducted. The wine queen is confirmed as a well-known format that still seems to represent the self-image of the majority of the German wine industry well, especially for marketing abroad. Besides organizational and financial aspects, the main challenge is currently to re-shape the outdated role image and better align it recent social changes, yet without losing the appeal of its traditionality.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Pages: 3
Date: 2021-09
New Economics Papers: this item is included in nep-agr and nep-cul
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/320701/files/S ... 4-122_Gebhardt_c.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:gewi21:320701

DOI: 10.22004/ag.econ.320701

Access Statistics for this paper

More papers in 61st Annual Conference, Berlin, Germany, September 22-24, 2021 from German Association of Agricultural Economists (GEWISOLA) Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().