Quality Cues on The Wine Label Part 1 Flashcards
Old World Bottle Label Components (5)
- Château picture
- Appellation
- Producer
- Vintage (Region)
- Year of harvest
New World Bottle Label Components (4)
- Brand is signature
- vintage/region
- grape variety
- Sugar/alcohol %
Old World Countries
European and Middle Eastern
- New World Countries (6)
- How did it expand (2)
- Argentina, Australia, Chile,
New Zealand, South Africa, and USA - Expansion of European empire and religion
Old World
1, Wine Marketing
2. Temperatures
- Collective branding, indices
- 10 to 20 degrees celsius
New World Wine Marketing
Individual private brands
Old World Market Focuses (4)
Terroir Region
Strict Quality Levels
Food Pairings
Collective Branding
New World Focuses (4)
Broader Region
Less rules and regulations
Grape varieties
Individual Brands
- Top 3 wine produces
- Main Factor for wine production
- Top Importer
- Italy, France, Spain
- Weather and Climate
- China
How are wines differentiated (8)
- Vintage
- Grape
- Region Origin
- Winery
- Winemaker
- Certifications
- Weather, Soil
- Awards
Product Differentiation
Distinguishing a p/s from other products and competitors to make it more attractive to target market.
Vertical Differentiation
Several goods can be ordered from highest to lowest based on quality
Horizontal differentation
goods are different but at the same price. Consumer buys based on their preferences
European System for wine quality and value
1. Most restrictions = ?
2. Least Restrictions = ?
- highest value
- lowest value
Appellation Order
GCC -> AOC -> VDP -> VDT
What is on the front label of a wine bottle?
brand, winemaker, wine estate, vintage, appellation, logo/image, certification, organic or not
What is the purpose of the front label of a wine bottle?
Details about the wine, marketing purposes
What is on the back label of a wine bottle?
grape variety, history, tasting comments, food pairing, health info
What is the purpose of the back label of a wine bottle?
informing consumer of what they are drinking
Additional Information on a wine bottle label
sticker or award
Drinking quality is ______ to the consumer until after ______ and ________
- Unknown
- Purchase
- Consumption
Search Good
p/s with features and characteristics easily
evaluated before purchase
Search Good is subject to (2)
Substitution and price
Experience Good
p/s where characteristics like quality or price are difficult to observe in advance, but verified upon consumption
What has lower price elasticity (Experience or Search) and why?
Experience as price with quality cannot easily be determined beforehand
Consumers fear that lower prices = problems or quality issues.
Credence Goods and example
Difficult or impossible to evaluate even after use of p/s.
Ex Accountant, Lawyer, Medical Diagnistic
Credence Goods.
1. how does this problem occur (2)
- Consumer lacks knowledge to make a realistic evaluation
- Cost of information-acquisition may outweigh the value of information available
Wine Experience 3 Dimension
- Context Dependent
- Knowledge Dependent
- Subjective
Wine Experience
- Context Dependent (3)
- Where
- With Whom
- When
Wine Experience
- Knowledge Dependent (3)
- Learn by consumption
- pre-conceived ideas
- cultural goods
Wine Experience
- Subjective (3)
- Common rules
- Different Tastes
- Different Abilities
If quality is unknown before purchase, if experience with wine remains subjective…what are the 4 risks with wine pruchasing
- Financial
- Functional
- Physical
- Social
Wine Fraud
Selling wine under the label of a private brand
Wine Adulteration and examples
Adding unnatural ingredients to wine-making process like resin, honey, herbs, lead compounds
Mechanisms - Private Quality Sector
medals, awards, ratings, sustainable certifications
Mechanisms - Public Quality Sector
regulations and banning additives
