The China Wine Barometer provides a time-series tracking of the attitudes, perceptions and behaviours of multiple samples of Chinese wine consumers, who are socio-demographically representative in terms of age, gender and income of the upper-middle class urban population aged 18-49, who drink imported wine at least twice a year. Data were collected twice a year over the three-year period 2013-2015. The time-series nature of the project, combined with state-of-the-art marketing research techniques equips Wine Australia and its levy payers with the knowledge to make smarter marketing choices, so that they can grow their brands, and assist them in decision-making and strategic development in the Chinese wine market.
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Participation at the Seventh European Conference on Sensory and Consumer Research, Eurosense (A Sense of Time) 2016, 11 – 14 September 2016, Dijon, France and research visits to AgroTechParis and INRA
The award of this travel grant provided University of Adelaide postdoctoral research fellow Lukas Danner the opportunity to attend and present at Seventh European Conference on Sensory and Consumer Research, Eurosense 2016 and visit leading research laboratories and meet researchers from INRA (French National Institute for Agricultural Research) and AgroTechParis. Lukas Danner presented research findings from the Wine Australia funded research project (UA1203) at the conference in form of an oral presentation titled ‘Relationships between wine consumers’ fine wine behaviour and their moods, product-evoked emotions, liking and willingness to pay for Australian Shiraz wine: A segmentation study’. A poster was also presented.
This Bursary enabled me to participate in the Annual Conference of the American Association of Wine Economists (AAWE), held at the University of Bordeaux during 21-25 June 2016, and to co-convene and present at a pre-conference workshop at the same venue (20-21 June), on Wine’s Evolving Globalization. Several outputs are already available, others will become available by end-February 2017, and one other (a revision, update, and major backdate of our eBook Global Wine Markets: A Statistical Compendium) could be a further output should Wine Australia wish to fund its compilation during fiscal year 2016-17.
The Adelaide Hills Wine Region is home to 52 cellar doors, most of which are owned and operated by family companies offering a range of experiences for visitors. Developing and providing resources that will enhance the visitor experience and promote the region to encourage greater visitation and maximise business opportunities is a priority. The IWINETC is a leading international conference that provides a forum for information sharing, networking, product selling and direct interaction with the host region's wine tourism offerings. As a speaker, I can provide an international audience (comprising media, travel agents and industry) with information about South Australia's wine tourism offering, while concurrently learning about other region's wine tourism development to enhance by own knowledge.
This report presents findings from a qualitative study of the Australian Grape and Wine Authority’s “mentoring circles” in Barossa and McLaren Vale. Focus group interviews were conducted with members of both groups in June 2015 to explore participants’ experiences with group-based mentoring during the circles’ first year of activities. The study results demonstrate the benefits of diverse group membership (i.e., a range of ages, backgrounds, and organisational contexts) and a strong mentor to guide participants’ thinking about a range of business decisions. The benefits to participants’ personal and career development, including the extension of personal industry networks, are key outcomes of the group-based mentoring activities.
Presentation at the 9th Annual AAWE Conference – “The use of big data to develop an understanding of the link between consumer preference, climate and demography”
Alastair Reed attended and presented at the 9th Annual Conference of the American Association of Wine Economists between the 27th and 31st of May 2015, in Mendoza, Argentina. This conference offered a broad scope for presentations, ranging from regional economic overviews, historical vignettes, through to intricate data-driven modelling of buying and production trends.
Characterisation of wine avoiders and how to transition avoiders to consumers in the Australian, Canadian, US, UK and Indian markets
For too long, wine companies have been promoting their wine brands to customers who already consume wine. Although important, this results in cannibalisation of brands and sharing the existing number of consumers amongst different wine companies. This report outlines that a large number of people who currently drink alcohol but avoid wine are actually aspirational about drinking wine. Recommendations are provided to assist businesses to reach these new customers, including where consumers do not like the taste. The discovery of new wine customers around the world is one of the most exciting of the last decade. The full report is available to Australian grape and wine research R&D levy payers by emailing Anne Duncan at firstname.lastname@example.org.
This research explores how wine brands communicate to consumers via Facebook. It investigates how online communication facilitates customer engagement. The results show a large disparity between the content delivered by brands, and the times in which wine consumers are more likely to engage. While wine brands appear to post most content from 5 to 7pm, users are most likely to engage prior to midday. Similarly, the greatest number of posts are delivered on Thursdays, however Facebook fans were found to engage more over the weekend; at a time closely aligned with wine purchase and consumption The results also demonstrate a very low level of engagement among fans. On average, only 10% of Facebook fans engage with the brand. This finding indicates that brands have not been successful in facilitating high levels of engagement amongst fans; the work presented here is intended to assist wine brands increase this effect.
Extensive interview and survey data was collected and analysed using the Technology Acceptance Model (TAM2) to identify the drivers of adoption for two vineyard and two winery technologies. Perceived usefulness was a key driver for all of these technologies, with business scale and outlook (i.e. if the business was expanding, staying steady or contracting in size), attitudes to productivity, social norms and grower or winemaker age also emerging as important. It was found that grapegrowers and winemakers sought and used more sources of information when considering high involvement, important or risky technologies, than when considering more routine, low involvement technologies. Networks of other grapegrowers and winemakers were found to be key sources of information and a strong influence on the decision making and adoption of technology. A framework that ties these results and concepts together to guide the design of an extension strategy is presented.
The Pangborn Sensory Science Symposium is an international meeting of sensory and consumer scientists held biannually. The award of this travel grant permitted University of Adelaide academic, Associate Professor Sue Bastian to; 1. attend and present two posters in the 11th Symposium in August 2015; 2. meet with her collaborators; and 3. network with other scientists.