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Wine marketing research has evolved significantly over the past three decades, reflecting changes in consumer behavior, technological advancements, and industry challenges. This comprehensive review analyzes 1135 research documents from 1990 to 2022, sourced from the Web of Science and Scopus databases, employing bibliometric methods, such as co-word analysis and bibliographic coupling, to map the field’s intellectual structure and identify trends.

Evolution of Wine Marketing Research

Historical Context and Challenges

Wine has been produced for over 4000 years, but the industry faces modern challenges, such as climate change and evolving consumer preferences. Traditionally, wine markets have differed between Old World countries (e.g., France, Italy, and Spain) and New World countries (e.g., Australia, Chile, and South Africa), with the latter adopting innovative marketing strategies to capture global market share.

Initial Research Focus (1990-2009)

Early wine marketing research focused on understanding consumer behavior and pricing strategies. Pioneering studies have explored the factors influencing consumer choices, including wine quality, brand reputation, and intrinsic attributes such as taste and aroma. Market segmentation based on demographics and consumer preferences is another key area that helps wineries tailor their marketing efforts.

Growth Period (2010-2016)

During this period, the research expanded to include wine tourism and sustainability. Consumer behavior remains a central theme, with studies examining the impact of labels, environmental certifications, and corporate social responsibility on consumer preferences. Digital marketing has also begun to play a role, reflecting the growing influence of social media on consumer decisions.

Rapid Expansion (2017-2022)

In recent years, there has been a surge in the research on sustainability, digital marketing, and performance metrics. Studies have increasingly focused on the intersection of sustainability and consumer behavior, examining how eco-friendly practices influence purchasing decisions. The use of advanced analytics such as data mining and machine learning has also become more prevalent, providing deeper insights into consumer preferences and market trends.

Key Themes in Wine Marketing Research

Consumer Behavior

Consumer behavior remains the most researched theme, with studies exploring various factors influencing wine purchasing decisions. Key findings highlight the importance of product attributes (e.g., taste, brand, price), contextual factors (e.g., consumption occasion, packaging), and psychological aspects (e.g., consumer knowledge and involvement). Market segmentation based on demographics, lifestyles, and consumption habits is crucial for developing targeted marketing strategies.

Wine Quality and Pricing

Research on wine quality and pricing has evolved from examining the basic determinants of price to understanding the complex relationship between quality perceptions and consumer willingness to pay. Studies have shown that expert ratings, origin labels, and sensory attributes significantly influence the perceived quality and pricing strategies. Managerial perspectives on quality control and certification standards have also been explored to enhance market competitiveness.

Wine Tourism

Wine tourism emerged as a significant theme during the growth period, with research focusing on tourist segmentation, destination attributes, and experiential aspects of wine tourism. Studies have examined the motivations and behaviors of wine tourists, emphasizing the importance of creating memorable experiences to foster loyalty and repeat visits. The integration of wine tourism into broader marketing strategies has been highlighted as a way to diversify revenue streams and enhance brand equity.


Sustainability has become a critical area of focus, with research exploring both the managerial and consumer perspectives. Studies have assessed the adoption of sustainable practices in viticulture and winemaking, impact of environmental certifications on consumer preferences, and economic implications of sustainable production. Consumer willingness to pay a premium for organic and eco-friendly wines has been a recurrent theme underscoring the growing importance of sustainability in marketing strategies.

Digital Marketing and Social Media

The roles of digital marketing and social media in wine marketing have gained prominence in recent years. Research has examined the effectiveness of various digital strategies including content marketing, social media engagement, and online sales channels. Studies have highlighted the importance of digital presence in reaching younger, tech-savvy consumers and leveraging user-generated content to enhance brand visibility and credibility.

Performance Metrics

Research on performance metrics has focused on identifying the key drivers of economic performance and market share of wineries. Studies have explored factors such as business strategy, company size, financial ratio, and stakeholder engagement. The integration of sustainability and innovation into business models has been identified as a critical factor in achieving competitive advantage and long-term success.


Data Collection

The data for the review were collected from the Web of Science and Scopus databases using search queries related to wine marketing. The final dataset consisted of 1135 documents published between 1990 and 2022. Only English-language documents (articles, review articles, and book chapters) were included, and duplicates were removed to ensure data accuracy.

Bibliometric Analysis

This analysis employed two primary bibliometric techniques: performance analysis and science mapping. Performance analysis measured scientific output and impact through publication and citation metrics. Science mapping, based on co-word analysis and bibliographic coupling, has identified key research themes, their evolution, and current trends. SciMAT and VOSviewer software were used to conduct analyses.


Scientific Performance

The number of publications in wine marketing has increased significantly, particularly in the rapid expansion period (2017-2022), accounting for nearly half of all publications. The research has had a substantial academic impact, with high citation counts indicating its relevance and influence.

Key Journals and Authors

The International Journal of Wine Business Research, British Food Journal, and Journal of Wine Research were identified as the most productive journals in this field. The most influential authors, such as Johan Bruwer from the University of Adelaide, have contributed extensively to the literature, often focusing on consumer behavior, market segmentation, and quality perceptions.

Evolution of Research Themes

The evolution map revealed that consumer behavior has been a predominant theme throughout the past three decades. The growth and rapid expansion periods saw the emergence of new themes such as sustainability, wine tourism, and digital marketing. The strategic diagrams for each period highlight the centrality and density of these themes, indicating their development and interconnectedness.

Research Trends

Recent trends identified through bibliographic coupling include strategy, sustainability, consumer behavior, wine tourism, wine economics, and sensory aspects. These trends reflect the dynamic nature of the wine marketing field and the industry’s responses to emerging challenges and opportunities.


This comprehensive review highlights the significant growth and diversification of wine marketing research over the past three decades. Key themes, such as consumer behavior, wine quality, and sustainability, have evolved to address contemporary industry challenges. The integration of digital marketing and advanced analytics represents a promising avenue for future research, offering deeper insight into consumer preferences and market dynamics.

These findings underscore the importance of adopting a multidisciplinary approach to wine marketing, drawing on insights from business, economics, food science, and environmental studies. As the industry continues to evolve, ongoing research is essential for developing effective marketing strategies that enhance competitiveness and sustainability in the global wine market.

Read more at: https://doi.org/10.1016/j.heliyon.2024.e30938

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