Direct Wine Marketing Channels


A special issue of International Journal of Wine Business Research edited by Johan Bruwer; Deadline 31 Jul 2007

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ISSN: 0954-7541

Special Edition on Direct Wine Marketing Channels
(With a focus on Winery Tasting Room, Mailorder/Wine Club and Internet Online)

The main catalyst for building an enduring direct marketing relationship with consumers, more specifically through the mailorder, wine club and/or online channel modes, is more often than not a prior visit to the winery’s tasting room (cellar door) facility.  Many tasting rooms are however, located in remote locations far away from the main city metropoles, which in turn impacts negatively on repeat visitation.  The tasting room is also the main catchment area for the mailorder or wine club’s direct marketing functions as it affords the winery the (sometimes once-off) opportunity to convince visitors into entering into a more enduring relationship with the winery.  The downside is that it is becoming more and more difficult to achieve sales growth mainly as a result of the cluttering effect that is being brought about by more and more wineries opening their tasting rooms for engaging in direct B-2C activities.

Most of the conceptual development in the broader field of wine tourism have originated from studies of tourists’ geographical origin, motivations for visiting and are generally of a tourism demand-supply nature.  On the other hand, research into the formation of enduring relationships with wine tourists, the incidence of and opportunities for ongoing direct marketing transacting with them is now starting to develop. The implication of the latter is that theories of the impact and role of the winery tasting room and, at the very fundamental level, the concept of the direct trading of wine to consumers, are being redefined.  Research into the flow-on effects to the winery tasting room’s associated sub-channels, viz. mailorder, wine club or internet online is even more worthwhile due to the fact that the direct trading occasion at the tasting room is often a once-off occurrence due to the tyranny of distance while the relationship with the sub-channels can and should be much more long-term in nature.

In view of this background, this Special Edition is designed to incorporate both conceptual and empirical research into the role and impact of the direct marketing channels for wine.  It will be published in 2008, as Volume 20, Issue Number 1.   Conceptual papers should address the limitations of existing theory and highlight the options that wine marketing and wine tourism researchers may consider in formulating future (empirical) research.  Research incorporating comparisons of the different types of direct marketing channels in the wine market would be particularly welcome. Some suggested themes for papers include:

  • The winery tasting room’s role as direct wine marketing channel
  • The nature of the relationship between wine tourists and the winery tasting room
  • Translating winery tasting room visitation into purchase-repurchase situations in the off- and/or on-premise wine sectors
  • Wine clubs – their nature, role and/or sustainability aspects
  • Wine club business models
  • Mailorder versus wine club direct trade modes – pros and cons
  • Online wine marketing as a direct channel route-to-market vehicle
  • Behaviouristic and motivational perspectives on online wine marketing channels 
  • Methodological Issues

All papers should be original contributions and should not be under consideration for any other publication at the same time. All submissions will be reviewed in accordance with the established reviewing process of the International Journal of Wine Business Research. They will be evaluated on the basis of originality, contribution and rigour.
The Guest Editor

Dr Johan Bruwer
School of Agriculture, Food and Wine
The University of Adelaide

Submissions Requirements
All authors should be shown and their details printed on a separate sheet.  Authors should not be identified anywhere else in the paper.  All submissions should be sent by hard copy or email (preferred) addressed to the Guest Editor to the following address:

Dr Johan Bruwer
School of Agriculture, Food and Wine
The University of Adelaide
Waite Campus, PMB 1
Glen Osmond.  SA 5064

Please refer to the journal’s author guidelines at

The Reviewing Process

Each paper is reviewed by the guest editor and, if it is judged suitable for this publication, it is then sent to two referees for double blind peer review. Based on their recommendations, the guest editor then decides whether the paper should be accepted as is, revised or rejected.