The relevance and irrelevance of the brand for small and medium wine enterprises

Abstract

Given the proliferation of wine brands, developing a brand without understanding its impact on wine choice is risky business; particularly for SMEs with limited financial resources.This paper fills an important gap in the wine marketing literature, particularly as it relates to SMEs in the sector, by investigating the effect of the brand on wine choice. Surveying a range of wine consumers, it was found that while the brand was relevant in wine choice the weighted importance of the brand elements changed across consumption situations. This novel finding should assist SMEs to grow their business beyond the traditional cellar door.