Case Studies in the Wine Industry [Paperback]

Case Studies in the Wine Industry aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the wine industry to achieve certain goals, including the rejuvenation of product image, the shaping of new market places, the achievement of market differentiation and geographical diffusion, the achievement of customer loyalty, and the promotion of traditional features of the product.

There is an emerging demand from wine industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research.

• Bridges the gap between scholars and practitioners in understanding consumers of wine
• Allows scientists and professionals to make the most of R&D outcomes
• Advances consumer science research to address business problems in the wine industry

1. Introduction

Part 1: Market Outlook, Factors and Trends 2. Wine sector: definitions and nuances from global to country analysis: A comparison between Old World, New World and Emerging Wine Countries from 2005 to current 3. Global trends in wine production and retailing 4. Consumer behavior towards wine products 5. R&D, the myth: where is research going? What is the role of consumer science as a business tool in the wine sector?

Part 2: New and innovative products: the role of consumer science 6. Ignoring Consumer Science? Three Cases from Austria about Philosophies, Gut Feeling and Intuitive Decision Making 7. What is the role of CS in helping new products development? 8. What are the benefits for a company that employsl#q